Visible. A.P.C. SS19

A.P.C.

Jean Touitou‘s A.P.C. is around for more than 30 years, but it surprisingly still feels like a young, niche brand – with dozens of stores worldwide. This season it seemed that the brand’s founder wanted do something a bit more mature and visible than an intimate presentation in the headquarters. He came up with quite big offering for women and men, filled with A.P.C. classics (and not only). The colour splash – featuring joyous shades of yellow and pink – were something new to Touitou’s repertoire. While the label’s collections often focus on the visibility of the clothes, I had an impression that this time styling became the key. The models’ rockabilly hair brought some spice to the tres chic shirtdresses and lovely denim pieces. A.P.C. is in expansion mode, fashion- and business-forward. To be honest, I loved it’s off-the-radar nature and I would really, really hate to see it go the, lets say, Zadig & Voltaire way. Well, I’m sure Touitou won’t be risking his loyal fan-base…

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Collage by Edward Kanarecki.

A.P.C., M/M and Bruce

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I’ve recently scored the Transmission book by Jean Touitou on a discount at Voo Store, and I’m so, so surprised by some of the projects the founder of A.P.C. gave creative birth to. For example, back in 2008, the French label invited the art direction gurus from M/M Paris and the quite unlikely match –  Bruce Weber (he’s a risky topic, I know, but let’s acknowledge that the body of photography he created throughout his career is a masterpiece) –  to work on the advertising campaigns. For spring/summer, we’ve got Louis Eisner and Kim Noorda enjoying themselves on beach dunes, styled by Christopher Niquet. While for autumn-winter, we’ve got Gia Coppola enjoying a breakfast with her lover. This time, however, M/M and Bruce took Joe McKenna as the stylist. What I love about the two campaigns is the warmth conveyed by Weber, and the artistic touch brought by M/M Paris’ doodle-like logos. They feel realistic, yet magical at the same time.

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