The new SS22 fashion show created by Simon Porte Jacquemus transported us to an island with a paradisic beach and incredible vegetation. Is located in Hawaii and as strange as it sound, yes a brand based on France culture wanted to give a show there because the creative director felt like one of the main reasons the islands are full of tourists are the big luxury shopping center. Any of the brands before had presented there (even though a lot of their income is made there).
He also worked very close with Hawaiian creatives to make the best show possible knowing and respecting the culture of the location. Ben Perreira and Taylor Okata were a pair of native stylist and creative director. The casting was made out of people in the zone and guests were from the islands themself or from USA. To make some of the garments Jacquemus also collaborated with Tanya Lyons. She was in charge to create the visible attachables to the clothing that appear to be water droplets.
The theme behind the collection itself was the representation of the target client which the clothes is made for in the brand, a sunny person that enjoy the summer at its fullest. Jacquemus wanted to create a sexy and uncomplicated world of garments. Translating iconic objects related with vacation into full on tailoring mode, like shapes of scuba gear. In most of the runway, we can see that proportions are abnormal but that was conceived for a reason. They are made for optimal optical appeal as well as the way they are style with an illogical touch to them.
Said that, the designer confirmed that is going to be the last collection in a while that contains a pop point of view of things, but always is going to remain his high-minded fashion mixed with a friendly face. In less than a month we are going to see the results of it and we know that a Nike collaboration is in it, so that is a thing to be excited about.
Alvaro Ramos
