With fashion weeks fast approaching, you’d think the industry would be brimming with brilliance, but instead — or so it seems — it’s rife with disappointment. Yesterday came the BREAKING NEWS of the biggest non-event in fashion’s recent history: Céline is now Celine. (Groundbreaking.) “It’s leviosa, not levoisá,” scoffed the world’s favourite anti-fashion influencer Ecce Homo via his Instagram story.
But, as it turns out, it’s not all bad. Forget haute couture for a second and direct your gaze towards fashion on the ground, and you’ll find a wealth of contemporary fashion brands positively prospering. Stockholm stalwarts Eytys are just one of them — and they’ve teamed up once again with London-based Buffalo Zine to create an ad campaign that shows the rest of the fashion industry how it should be done. Fun, flirty and fantastically ’70s, the Marc Pritchard-lensed images were conceived for the brand’s second denim range — which is just as well thought out as its marketing, and focuses on three simple jean silhouettes that are set to be Autumn/Winter wardrobe staples. It comes amid the exciting news of Eytys’ first London store, which will be opening its doors on 6th September, on the corner of Brewer Street and Sherwood Street.
Peep the whole campaign below.