Fashion is on a punk rock and rockabilly road. Ever since the Met Gala 2013, it seems many brands are jumping in this direction bringing new creative energy to this long forsaken genre that has since gain quite the mainstream attention it now deserves. Along side established houses such as
Yves Saint Laurent for fall winter 2013 to the more recent Loewe X Junya Watanabe collaboration, 3.1 Phillip Lim has joined the fray in reflecting that young, hip and devil may care kind of cool vibe that is all the rage now.
The latest campaign titled in Japanese “そのまま(SONOMAMA)”, meaning “As You Are” was created to reflect the spirit of the season. Filmed on location right on the streets of Tokyo, the campaign stars American actress; Kiko Mizuhara as well as former Prada campaign model Louis Simonon who is the son of Clash guitarist Paul Simonon. Exploring the vibrant capital of Japan alongside their eclectic group of friends, the campaign also features ‘Black Shadow’ a notorious Japanese rockabilly gang.
What I really like about this campaign is that it doesn’t go full on in punk and rockabilly mode but rather there is a softer side with the suggestive touch of a love story between the two main leads. Same goes for the clothing collection. It isn’t gangster to the point where it renders the clothing pretty much unwearable for the vast fashion majority. The slight punk edge comes from the use of fitting and very structured leather but at the end of the day, it’s still very modern, wearable and contemporary. The zipping sound of that jacket really sold the whole appeal of the 3.1 Phillip Lim leather and don’t even get me started on that grapefruit embossed neoprene overcoat she was wearing for the most part of the video
That said it’s not all punk and leather because as it is, the film ended on glitzy note brought out by the shimmer of that black techno wool ‘Sonomama’ gem embroidered sweatshirt which you could hardly missed out on or the sequin embroidered lapel pin.
Images: 3.1 Phillip Lim