LOEWE and Takeshi Kitano’s ad campaign

LOEWE and Takeshi Kitano’s ad campaign

Andrea Tuzio · 6 months ago · Style

LOEWE presented its latest collaboration with GR8, one of the already popular boutiques throughout Japan. The campaign images and video were shot by Ryu Ika, featuring what is the Japanese photographer’s style, energetic and real, features director Takeshi Kitano.

Winner of the Golden Lion (1997) and Silver Lion (2003) at the Venice Film Festival, Kitano is considered one of the most decisive figures in Japanese cinema and one of the most important living oriental directors due to his unique style and the devastating originality of his works. 

In addition to Kitano, the campaign features other Japanese film and music personalities such as Kouro Murakami, Tokio Shigemoto, musician Kouda Mori, and Yoshiyuki Takahashi, among others. 

The images were taken in what is the deepest reality of Japanese culture, managing to capture its most intense moments through the use of flash and vivid colors that enhance the items worn by the protagonists. 

Below you can take a look at the campaign images from the collaboration between LOEWE and GR8.

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Seinfeld’s 33 years, George Costanza and Aimé Leon Dore

Seinfeld’s 33 years, George Costanza and Aimé Leon Dore

Andrea Tuzio · 6 months ago · Style

In early July, precisely on the 5th, Seinfeld turned 33 years old.
If you don’t know what Seinfeld is or more simply have never seen it, here, I suggest you remedy that beforehand.
Seinfeld is an American sitcom that aired on NBC from July 5, 1989 until May 14, 1998, for a total of no less than 9 seasons.

This epoch-making series was created by Jerry Seinfeld, a legend of U.S. stand-up comedy, and another unique and inimitable character of American show biz, Larry David.

The “show about nothing” – as it is still called today – set mostly on New York’s Upper West Side stars, in addition to Jerry Seinfeld himself, who plays an imaginative and sui generis version of himself, Jason Alexander (George Costanza), Julia Louis-Dreyfus (Elaine Benes) and Micheal Richards (Cosmo Kramer), all of whom have become cult characters.

A postmodern series, where the protagonists were “singles in their 30-somethings … rootless, with vague identities, and with a conscious indifference to morality”, during which a new model of representing reality was coming into being.
Ingrained narrative conventions such as clearly separating characters and the actors playing them, the world of the characters from that of the actors and the audience, were being overturned. An example of this is the story line in which characters try to promote a television sitcom called Jerry. The show within the show, Jerry, in which Seinfeld played himself, and which was avowedly “about nothing”, was resoundingly similar to Seinfeld. Jerry was launched in the final episode of the fourth season, but it was unsuccessful and was dropped, thus creating a metareferential understanding and language with the audience.
From a stylistic point of view, Seinfeld has influenced the formats, language, and style of so many iconic series such as The Office, Arrested Development, Scrubs, and many others.

What interests us more closely, however, is to go and explore a specific peculiarity of the show, styling, which over the years has acquired an importance and significance that deserves to be explored.
The show’s legacy, which has now become an absolute cult, has ensured that the attention around the events of Jerry Seinfeld and company has always been very high, social media then did the rest thanks to memes, videos, references, etc..

The show’s costumes retained a timeless appeal, and in charge of styling the series, along with costume designer Stephanie Kennedy, was Jerry himself, who wanted for his character that there be no difference between what he wore on set during filming and what he used to put on in everyday life.

The choice of genericness of costumes was also declined on the other characters of the sitcom: George Costanza is the character who more than the others had to appear simple, essential. In fact, we see him wearing Levi’s, Dockers, sweaters, New York Yankees jackets and jerseys, questionable hats, chenille jumpsuits, and so much else that determines his sobriety, with some peaks that I will not spoil in case you have not seen the series.
What really no one could have predicted, however, is that the style of Constance in Seinfeld, could end up in the moodboards of the coolest brands of our contemporary times.

It makes one smile, and at the same time reflect, to see the character’s looks associated with the lookbooks of the brand that, more than any other in this moment in history, defines the aesthetic of coolness linked to a soft, hinted, simple, and refined elegance at the same time, Aimé Leon Dore.

If you also factor in nostalgia and thus the consequent return of 90s fashion, that’s it.
Costanza is a New Yorker doc, just as Aimé Leon Dore wishes to embody the spirit of the Big Apple through his collections, recalling distinctive elements of it and involving characters who live, work and represent its style in New York in all respects, not just aesthetically.
The character of Elaine Benes became an icon of the concept of “unfashionable,” floral dresses, objectionable blazers and almost comical shirts. The choice, however, was thoughtful: these were used clothes that were then altered to elicit hilarity from the audience, succeeding perfectly.
To the InsideHook platform Kennedy revealed, “It’s a fine line. You don’t want the clothes to attract too much attention. If you look at the clothes, then I’m not doing my job”.

Another key aspect of the issue is Jerry’s passion for Nike and for shoes in general. He insisted very much that George Costanza’s character often wore a pair of Cortez, which were to become a defining characteristic of the character, as well as for Kramer, who always wore a pair of Dr. Martens on his feet.
As for Jerry, a true and passionate sneakerhead, there was nothing but Nike. Over the course of the nine seasons, we saw it all. Then when Nike understood the scale of the phenomenon and more importantly realized that it could be a great marketing operation to tie in with the show in some way, they decided to endorse the cast and crew characters, going so far as to make collaborations and merchandise specifically for the series.

If you feel like catching up or rewatching it (it’s always a good time for a Seinfeld rewatch) you can find all 9 seasons on Netflix, give yourself a treat and watch it.


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Netflix’s docu chronicling the rise and fall of AND1

Netflix’s docu chronicling the rise and fall of AND1

Andrea Tuzio · 6 months ago · Style

Netflix is set to release a new installment of the successful documentary series dedicated to the world of sports, Untold.
This critically and commercially acclaimed series offers a new and different perspective to legendary and epic stories related to sports. 

The anecdotes told range from soccer to tennis, field hockey to boxing, and in case you have already heard about them, I assure you they will surprise you just the same and in a way you never expected. 
Each chapter starts with a pivotal moment and delves into the events beyond what was written in the newspapers or said on TV. Everything is told by those who lived through it, to bring out the grit, resilience, heartbreak, triumph, violence, comedy and pathos that lurked beneath the sweat.

To round out the series, Netflix recently released the official trailer for the next installment of the series titled Untold: The Rise and Fall of AND1 and chronicles precisely the rise and fall of a brand – AND1 to be exact – that, thanks to the founders’ philosophy, aesthetics, and innovative approach turned the billion-dollar sports apparel and basketball shoe industry upside down. 

The documentary tells the story of how a collaborative project between three classmates at Wharton School University in Pennsylvania, who had a dream of raising awareness of the game they loved (basketball) through streetball, turned into something totally unexpected.

Based on the famous AND1 Mixtape videos (a series of videos uploaded to AND1’s YouTube channel showing basketball played in playgrounds at a very high level, and from an aesthetic point of view very close to the skate videos of Supreme or Trasher) and the related AND1 Mixrtape Tour, the documentary is filled with interviews with real streetball legends such as “The Professor,” “Hot Sauce,” “The Main Event,” “Shane the Dribbling Machine,” and Rafer “Skip 2 My Lou” Alston.
Directed by Oscar-nominated director Kevin Wilson Jr, this docu explains how AND1 exploded and suffered a devastating slump despite its success.

Below you can see the trailer for Untold: The Rise and Fall of AND1 which will be available on Netflix starting August 23.

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Netflix’s docu chronicling the rise and fall of AND1
Netflix’s docu chronicling the rise and fall of AND1
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Burberry in support of inclusivity in eSports

Burberry in support of inclusivity in eSports

Andrea Tuzio · 6 months ago · Style

Burberry enters the world of gaming, and does so with a project that aims to increase the number of girls in eSports through a four-part training series and the provision of a scholarship for an up-and-coming gamer in an effort to highlight the lack of inclusivity in the professional gaming industry.

 

 
 
 
 
 
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Un post condiviso da Gen.G Esports (@gengesports)

The idea was then put into practice thanks also to Gen.G, a Korean organization that is involved in professional eSports and according to Forbes is the sixth most valuable company in the field worldwide.

This is the first time that the British fashion house has embarked on such a path related to esports, a gargantuan business that other fashion houses – Louis Vuitton and Gucci – have incorporated into their business plans. The world’s highest-paid pro-gamers earned more than £3 million apiece this year, but only two female players earned more than £100,000 during tournaments. Despite the growing number of female pros, there are no female players among the top 300 eSports players in terms of earnings, and Sasha Hostyn aka Scarlett is the only woman in the top 500. “Women also face toxic, stereotypical and underrepresented online environments”, Burberry said in a note.

IThe project sees the creation and dissemination of video content, titled NetWORK Inspire, on Burberry’s TikTok, YouTube, and Twitch channels in which di address discussions that will be moderated by presenter, creator, and actress Emily Mei.
Each episode aims to “change the narrative of ‘play to win’ in esports to one that actively promotes inclusion and change within the gaming community, and the common challenges women face within the gaming world”.

Below you can see the first episode of the NetWORK Inspire | My platform is my power series, enjoy.

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Burberry in support of inclusivity in eSports
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The Brotherhood, C.P. Company focuses on loyalty

The Brotherhood, C.P. Company focuses on loyalty

Andrea Tuzio · 6 months ago · Style

Italian sportswear brand par excellence, C.P. Company, has launched its new customer loyalty program and called it The Brotherhood.

For the brand founded by Massimo Osti and led by his son Lorenzo, C.P. Company fans are more than just a community; they represent a union born of a great collective passion, and so it has decided to launch a new digital affiliate plan for its most loyal customers. 

A new personalized experience divided into four steps: Member, Mate, Insider e Ambassador. Each of these steps brings with it a range of benefits, discounts and more, just sign up via the brand’s website. Moving from one step to the next will be awarded Goggle Points, accumulated through purchases.

To learn more and sign up just click here and join the extended family of C.P. Company.

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