I was trying to keep informed about the important things of life the other day, so I checked out the new September fashion campaigns. The ones that are supposed to inspire us to buy, buy, buy.
And it was the same old thing, you know. A young photoshopped model (or 12 of them) lounging in a geometrical position in very uncomfortable and way too shiny looking clothes. (A few of them I liked, though).
Eh, I thought to myself:
Oh, no, actually, I thought nothing.
Same old same old, I get it I get it, yet same old.
Then, I went to Zara’s website and there I saw Aymeline Valade (a favorite of mine) and Carmen Kass (a favorite of mine) plus other super cool women of all ages (OK, ALL VERY SKINNY, you guys let’s not get ahead of ourselves and pop the champagne just yet) and there, right in front of my eyes, I saw them.
The few sparse white roots on Aymeline’s soft hair.
The sun spots of Carmen’s perfect face.
The lines around Georgina’s beautiful face.
That’s when I just felt like screaming at the top of my lungs “what’s going on!!!” (Only ladies from my generation will remember that song so if you insist I will provide a video of me singing it to the top of my lungs in my car).
“This is so cool!!!”
So fresh, so real, so simple, so awesome. No retouch, no shame, just the truth. Go look, seriously. It’s awesome. It’s even giving us here at Atelier a lesson on coolness.
(I do think Ezra Petronio is behind all that magic so if you’re interested in knowing who that fascinating man is, go ahead and give a listen to my PMF with him, he knows how to talk REAL.)
So. You know fashion has turned around and is never coming back when what we used to call “real fashion” can’t create a fresh image for the life of them (okay except a few, if you want let’s talk about them) and when “fast fashion” strips everything down, hires the coolest girls around, and is downright inspiring.
Ah, I can talk about that kind of stuff for eva and eva, can’t you?
So I have a question for you: which fashion brands REALLY inspire you right now?