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.
Key Themes Behind This Trend
- Retro Sportswear
- Opportunity for brands to incorporate vintage athletic designs into modern streetwear collections.
- Architectural Fashion Editorials
- Opportunity for brands to showcase their clothing with stunning urban backgrounds and encourage consumers to appreciate architecture.
- Color-blocked Streetwear
- Opportunity for brands to use bold colors and minimalist designs to create statement-making clothing items.
Where This Applies
- Fashion
- Opportunity for fashion labels to incorporate unique, eye-catching designs and capture a larger audience with visually stunning editorials.
- Architecture
- Opportunity for architects and urban designers to collaborate with fashion brands and showcase the beauty of their city's buildings.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to offer fashion brands innovative ideas for promoting products in visually striking and attention-grabbing ways.
