# French Streetwear Editorials These Images from 'Helas' Pays Tribute to Its Nation's Architecture By Riley von Niessen | Published 2016-11-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/french-streetwear References: [hypebeast](http://hypebeast.com/2016/11/helas-connection-capsule-lookbook-fall-2016) & [store.helascaps](http://store.helascaps.com/) 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](https://www.trendhunter.com/trends/nn07) 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](https://www.trendhunter.com/trends/marty-supreme) -- drawing heavily from 1990s sportswear in particular. In order to maintain this aesthetic, the [French streetwear brand](https://www.trendhunter.com/trends/vitesse) 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. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 61% | Activity: 18% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### 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. ## Related on Trend Hunter - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Retro Sports Capsules](https://www.trendhunter.com/trends/marty-supreme.md) - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md) - [Collaborative City Caps](https://www.trendhunter.com/trends/paname-cap.md) - [Luxe Tailored Fall Menswear](https://www.trendhunter.com/trends/louis-vuitton-fall-2026.md) - [Refined Spring-Centric Apparel](https://www.trendhunter.com/trends/reimagined-icons.md) - [Art-Inspired Streetwear Capsules](https://www.trendhunter.com/trends/vitesse.md) - [Intercontinental Collaborative Capsules](https://www.trendhunter.com/trends/bornxraised-and-paris-saintgermain.md)