Streetwear brand Kappa Kontroll highlights the versatility and comfort in 90s tracksuits by way of this hilarious Slam Jam editorial. With heavy branding throughout, the sportswear editorial places the Spring/Summer 2018 'BLUEPRINT' collection in a Gopnik-inspired lookbook. The photoshoot, conducted by Dexter Lander, showcases 90s tracksuits, crewneck pullovers, jersey tops and more in an uneventful interior space, as well as on run-down streets. The models are seen doing a variety of activities in their logo-abundant silhouettes—from pushing a cart that is overflowing with junk to lifting a carrying pole with crates at each end.
This situational placement of the 90s tracksuits within a number of lifestyle scenarios highlights the "range's versatile nature," as well as the target demographic of Kappa Kontroll.
Photo Credits: Dexter Lander
What's Driving This Trend
- Versatility of 90s Tracksuits
- Expanding the functionality of 90s tracksuits to suit various lifestyle scenarios presents opportunities for design innovation.
- Gopnik-inspired Lookbook
- Exploring cultural influences like Gopnik in fashion editorials creates an opportunity for creating unique and unexpected connections.
- Logo-abundant Silhouettes
- Leveraging heavy branding within silhouettes opens up possibilities for incorporating branding as a design element.
Who This Affects Most
- Streetwear
- Integrating versatility and comfort into streetwear designs can capture a broader customer base and enhance brand appeal.
- Fashion Editorials
- Experimenting with unconventional themes in fashion editorials allows for disruptive storytelling and concept exploration.
- Sportswear
- Incorporating logo abundance in sportswear designs can create visually striking and recognizable products that resonate with consumers.
