While many editorials and fashion campaigns embrace the iconic Stepford wife theme, especially since the AMC hit television show 'Mad Men' hit airwaves, the Phiney Pet AW14 collection positions itself at the other end of the spectrum. Although equally feminine, it is much more youthful and urban. Yet what really makes its anti-housewife stance stick out are its graphics that read “Housework Sucks”and “I need a real man.”
The Phiney Pet AW14 collection is cleverly titled Deptford Wives. The lookbook mirrors the bold, bright and modern designs of the clothing. Shot in studio against a bubblegum pink backdrop, it features retro props such as old TVs, telephones and lampshades as well as speech bubble embellishments that read, “I speak my mind” and “Over it!".