GANT unveiled its FW21 campaign, “The Future of American Sportswear” challenging conformity with an all-star cast made up of passionate artists and thought leaders who represent the GANT community.
“We want to show who the real GANT is — that the brand is equal parts heritage and progressive,” says EVP of Brand, Eleonore Säll. “GANT has been on a tremendous brand journey this past year, and this campaign is the culmination of our efforts, where we reclaim our position as the future of American sportswear.”
Fronting the campaign are South London born poet Sonny Hall, The Serpent’s Mathilde Warnier, Welsh singer/songwriter Joseph Talbot, cellist and polymuse Kelsey Lu (known for her varied musical collaborations including Blood Orange, Skrillex, Solange and Florence + the Machine), Brazilian-born musician, model and actor Kelvin Bueno, alongside English actor, musician and music producer Eliot Sumner. Together they find the space where challenging conformity intersects with aspirations for the future, and breathe authenticity into the campaign with an inspirational message of openness and daring.
With this campaign, the brand has chosen to work with individuals who represent these ideals, and who also strive to challenge the status quo. GANT’s brand purpose is to always challenge conformity, to stay curious, creative and have the courage to question societal norms in order to Never Stop Learning.
Additionally, the campaign film features the poem, Never Conforming To Second Hand Air, which was written by Sonny Hall specifically for GANT, and is recited by members of the cast. This poem is a call to action to be true to oneself and promotes the idea of an inclusive community where everyone is welcome.
The Japanese brand UNDERCOVER and Eastpak join forces in a collaboration that blurs the boundaries of streetwear and high-fashion with an impressive collection of backpacks.
The British designer presents a cinematic campaign designed to recall surrealist film techniques and the work of the world’s greatest directors as well as showcase a return to dressing up again.
Alan Crocetti is dropping his new Fall/Winter 2022 collection titled “Deep Fantasy” with a campaign shot by Szilveszter Makó, highlighting the fantasy, allegory and fetish of the collection.
Leisure Projects, in collaboration with Tom of Finland Foundation, presents “The Sailor”, a collection of garments inspired by those of the trailblazing Tom of Finland, an iconic artist who for decades helped shape the identity of LGBTQ+ people.
Arriving this month, the “Urban Uniforms” launch highlights the dialogue between military elements and the East/West tailoring presented in the show at Galerie Vivienne in January 2022.
Julien Foucault and Alberic Nagnonhoun at Bananas Models captured by the lens of Niklas Bergstrand and styled by Tine Kozjak, for the “DANCE” issue of Fucking Young! magazine.
Taking design cues from iconic adidas classics of his youth, the global Pro team rider and skate icon delivers fresh colorways for the Experiment 01 and Experiment 02 silhouettes.
A commodity as basic and essential as water is once again the main element of the Botter brand and the undisputed protagonist of its latest diving-based campaign, which aims to use water to highlight its artistic and creative endeavors.
We are extending our personal stories and journeys in our Pride series beyond the month of June. Tom Prior is shot by Morgan Shaw and styled by Chalisa Guerrero in Ben… »
This project represents a change in his creative approach, “Berlin 1” is a warp of artistic melancholy, driven by Oscar’s distorted vocals and pristine instrumentation highlighting his usual attention to detail.
The all-new line-up of co-branded clothing and accessories features exciting designs inspired by both brands, blending KFC’s tongue-n-cheek interactive messaging with HYPE.’s bold heritage statements.
OUR LEGACY returns to fashion news to present its workshop and introduce new gear with running in mind, creating lightweight technical running pieces out of residual and upcycled materials.
