These Images from 'Helas' Pays Tribute to Its Nation's Architecture

By: Riley von Niessen - Nov 14, 2016
References: store.helascaps & hypebeast
Helas, a French streetwear label, recently released its 'Connection' capsule line. To promote the styles included within it, as well as to show consumers where it all came from, the brand created a Paris-centered editorial to go along with it.

Throughout the shots, male models are shown in the urban outdoors, where they pose next to lavishly constructed buildings. The vast majority of the pieces carry strong retro motifs -- drawing heavily from 1990s sportswear in particular.

In order to maintain this aesthetic, the French streetwear brand makes use of vibrant colors that are offset by versatile neutrals. Its branding is included throughout, however in a way that doesn't from detract from the subtle appearance of the clothing.