While Slimane’s first menswear designs from October’s Paris La Nuit show don’t arrive until early next year, the time to get potential customers excited about investing in them has well and truly started.
So, the house’s artistic, creative and image director (yes Hedi is a bit of a multi-talker) whipped up (by which we mean photographed, styled, directed, casted, possibly catered) a first men’s campaign for the French house that celebrates the season-less collection in all its sharp-shouldered glory. And though the sleekness of the clothes will be familiar to Slimane die-hards (even if the cuts have been refreshed for 2018), the presentation of this campaign is new. Rather than release a look book or gallery of images, his delivery method this time around is a video slideshow set to the dance-y track from the ’80s by the French synth-pop duo RUTH.
A three-minute long montage of still images and video, the clip features a series of boys in the collection’s unisex skinny black suits, Christian Marclay collab jackets, and narrow, wraparound shades. Photographed in London in October, the images continue to explore the show’s inspiration of des Jeunes Gens Modernes – the youth of Paris’s post-punk and cold wave scene of the late 70s and early 80s.
Photos of models in the collection’s genderless looks are paired next to or interrupted by equally slick black-and-white shots of old TVs on lucite tables, terrazzo blocks, a keyboard and more objects that ostensibly have nothing to do with the clothes but look as glossy as them. Because if there’s one super power Hedi Slimane possesses, it’s the ability to make the seemingly familiar feel spectacularly cool.
Let us know what you think about the collection in the comments below!
