Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Collater.al Contributors · 4 years ago · Art, Style

Taking the identity launched with its last campaign a step forward, Eytys brings back the bold and straight-forward style typical of 70s advertising.

“You can’t have my number but you can have my Eytys jeans” debuts a blonde sassy girl, “You can’t have my package but you can have my Eytys jeans”, says a hot bud with blue eyes, and also, “You can’t have our cocks but you can have our Eytys jeans”.

And so they go on with followers, children and oysters.

They’re the captivating videos from the last Eytys campaign, realized in collaboration with London based Buffalo Zine. Second collaboration for the two parties, launched in occasion of the beginning of ready-to-wear apparel production last year. While the last campaign was bidimensional, this year is all about moving image, with a series of intriguing videos of a short duration and very social-media friendly.

The magazine’s editor-in-chief, Adrián González Cohen, declared having deliberately taken inspiration from 70s ads: explicit messages and characters of an incredible ease. The ads, in fact, leave little to imagination: they begin with a tight frame on the narrating character, to then enlarge it on the full body wearing the denims in question. Right like in ads of the 70s, protagonists are good-looking and confident, but more important of the way they communicate is what they are showing: models are good-looking but even more is the product they are wearing.

Vintage inspirations are no news when speaking about the Swedish brand: starting from the name Eytys, pronounced 80s but spelled with a Y referring to generation Y grown up with MTV and workwear aesthetics belonging to 90s Californian style. These are at the core of the brand’s inspiration.

La campagna Denim FW18 di Eytys | Collter.al3

Launched in Stockholm in 2013 by Johnathan Hirschfeld and Max Schiller – childhood friends, of whom one undertook a business path, while the other grew up under the wing of Jonny Johansson, Acne Studios co-founder – Eytys was born with the production of a single product: “Mother”, the unisex sneaker with a rubber thick sole and a super minimal look. A simple shoe, representing for Schiller (former eBay addict always on the search for 70s Vans and Converse, because with a better sole) the perfect shoe you can always buy and wear. Immediately, the shoe became a cult within the streetwear world and the brand expanded its production to other shoes models of the same success, like the Angel, with a majestic, to say the least, sole.

La campagna Denim FW18 di Eytys | Collter.al4

From 2017, the brand evolves with the production of apparel, with a capsule collection of 12 five-pockets unisex jeans, proposed again this year. Among the key pieces, denim with robust contrasting seam and tartan pants with medium-high waist. Benz, Boyle and Cypress are the three main types, deliberately inspired to the American workwear typical of the east LA style. The materials are researched and, other than the Japanese wool twill and the Belgian industrial nylon, they also boast a range of stock denim found in a Hong Kong mill.

Also the jeans, like the sneakers, are unisex. The ads, in fact, aim to show how the same product can give nerve and sensuality to both genders, maintaining a baggy but bold fit that perfectly adapts to all body shapes.

La campagna Denim FW18 di Eytys | Collter.al 2
Eytys Jeans AW17 Campaign

Schiller attributes the unisex nature of the brand to Swedish political climate (ranked the fourth most gender-equal country in the world by the Economic Forum) and to its personal taste, according to which womenswear doesn’t need to be a cuter version of the original product.

“There’s no reason why clothing or sneakers should be gender-specific”

says the founder. One of his favorite brands is Cèline, which he finds very masculine but is intrigued by how a woman clod in the labels garments comes across as confident and sexy. “Instead of looking ‘cute’ and feminine, she looks powerful”. And it’s the confidence the brand aims to infuse through product design and the way this is later promoted.

As communicated within its own campaigns characterized by strong, consistent branding, Eytys makes the key pieces of modern wardrobe: sneakers and denim of a timeless look.

Text by Enrica Miller

Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising
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Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising
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Jared Leto will be Karl Lagerfeld in a biopic about the French couturier

Jared Leto will be Karl Lagerfeld in a biopic about the French couturier

Andrea Tuzio · 2 months ago · Style

According to WWD, Jared Leto will play visionary French couturier Karl Lagerfeld in a biopic produced by Paradox, the production company of Emma Ludbrook and Leto himself, along with the House of Karl Lagerfeld foundation.

The film’s executive producers will be the designer’s close collaborators Pier Paolo Righi, Caroline Lebar and Sébastien Jondeau. All three of these key figures in Lageferld’s life have held prominent roles in the French fashion designer’s work for more than 20 years, so who better than them to assist Leto in making the film. 

For now, there are no details regarding the plot of the film, but what is known is that the focus will be on what was Lagerfeld’s inner circle through a unique point of view.

“Karl had a career that spanned 50-plus years so both personally and professionally he was close to a number of people. I can say we are going to home in on key relationships that convey different parts of his life”, Leto said in the exclusive interview with WWD.

Over the years, we have been approached by several Hollywood producers who suggested to partner on a movie about Karl’s iconic life, Pier Paolo Righi said in a statement released by Deadline. “It has been only since we met Jared and Emma that we felt truly confident about the story being told in the artistic way Karl would have loved to see. Throughout our conversations, we have created an equally trustful and inspiring creative relationship that will allow us to work together very fluidly on this beautiful project”.

All we have to do is wait!

Jared Leto will be Karl Lagerfeld in a biopic about the French couturier
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Jared Leto will be Karl Lagerfeld in a biopic about the French couturier
Jared Leto will be Karl Lagerfeld in a biopic about the French couturier
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Rosalía is the new face of Acne Studios

Rosalía is the new face of Acne Studios

Andrea Tuzio · 2 months ago · Style

For three years now, Rosalía has been one of the strongest artists on the face of the earth. 
After eight Latin Grammys, ten number-one singles in Spain, your still-ongoing worldwide and her own radio station in Grand Theft Auto Online, the Spanish singer has become the new face of Acne Studios’ new Fall/Winter 2022 campaign.

Shot and filmed by Dutch photographer Paul Kookier, the campaign consists of a series of very intimate shots where the Spanish artist is immortalized as a true muse. 

 

 
 
 
 
 
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Un post condiviso da Acne Studios (@acnestudios)

“When I pose for a photographer, I always try to be myself but also try to channel an energy”, explained Rosalía who added: ”What appealed to me the most about working with Paul [Kooiker] was that he has an atemporal style, his pictures could have been taken when photography was invented. But, at the same time, he transmits a freshness of the moment. His pictures are badass”.

“I love how bold but elegant everything is. To me, Acne Studios is a brand that takes care with the fabrics, the colors, the textures – everything is so well thought through, impeccable and fresh”, Rosalía said about the Swedish brand.

“The campaign tried to capture Rosalía in a way she is rarely seen”, explained Kookier, who then added: “While shooting the videos, I discovered that her movements were so strong and confident that we continued this way of working for the stills. The approach was to shoot the contemporary collection in a timeless and historical atmosphere”.

Rosalía is the new face of Acne Studios
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Rosalía is the new face of Acne Studios
Rosalía is the new face of Acne Studios
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Palace’s infamous product descriptions in a book

Palace’s infamous product descriptions in a book

Andrea Tuzio · 2 months ago · Style

Palace is set to release Drop 2 of Fall 2022, scheduled for Friday, Oct. 14
In addition to the classic outerwear, sweatshirts, T-shirts, caps, and pants, the British skateboard brand has unveiled a book destined to become an absolute cult among fans, the title is Palace Product Descriptions: The Selected Archive

Published by Phaidon,the book was edited entirely by Palace founder Lev Tanju and is the official, printed archive of the infamous online product descriptions. Since its inception, Palace has always used descriptions that often had nothing to do with the product itself and were totally out of context and decidedly unconventional, chock-full of humor, social satire, strong opinions, and no-nonsense.

The Edinburgh-born writer, poet and literary critic Sam Buchan-Watts, was asked to write the preface, who, in the very preface to Palace Product Descriptions: The Selected Archive, scrive: “Ludwig Wittgenstein claimed that a serious philosophical work could be written entirely of jokes: we might now add product descriptions”.

Divided by points and strictly all in capital letters, the book consists of more than 3,000 descriptions divided into 22 sui generis categories, such as: “anatomy,” “animals,” “etiquette,” “philanthropy,” “romance,” “travel,” and many others, plus product photos of course. 

Palace Product Descriptions: The Selected Archive will be available starting October 14 from both Palace’s web shop and Phaidon’s website for €40.

Palace’s infamous product descriptions in a book
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Palace’s infamous product descriptions in a book
Palace’s infamous product descriptions in a book
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Supreme and The North Face rocked again

Supreme and The North Face rocked again

Andrea Tuzio · 2 months ago · Style

Right on time like every year these days, came the new collaboration between Supreme and The North Face for the seventh drop of Fall 2022 from the skateboard brand founded by James Jebbia.

Unlike the previous collabs, however, this one seems to have something more in all aspects, both at the creative and communicative level and from a materials point of view. 
The choice made by the two brands involved was to go digging into old joint ventures and restore contemporaneity to the aesthetic choices made in previous years. 

In the Supreme/The North Face Fall 2022 collection we find the fur print of the Nuptse from Fall 2013, or the map print from Spring/Summer 2014 and then again paisley, camo, denim in short, a look at the past but projecting everything into the future.

This collection represents The North Face’s first release under the creative direction of Tremaine Emory, and the direction taken is immediately apparent. 
The collaboration winks at the world of motocross, but all the garments in the collection can be worn regardless of context and look flawless perfectly within the contemporary urban context. 

The Fall 2022 Supreme/The North Face collaboration will be released online and in Supreme stores on Thursday, October 13.

Supreme and The North Face rocked again
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Supreme and The North Face rocked again
Supreme and The North Face rocked again
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