American fashion brands Opening Ceremony and Esprit have joined forces for the second time to launch their Spring/Summer 2017 collaborative collection. Taking major inspirations from the nostalgia of ’80-’90s Californian kids, the collection is full of cheerful patterns and lounging silhouettes, becoming a perfect assortment for the sweatshirt-loving generation.
While the new collection is rife in pastel summer colours and the throwback logo sweats, it is also designed with the new generation’s favourite silhouettes in mind. Hence, the pieces are gender-neutral for the most part and come in various popular styles like hoodies, button down shirts, skater skirts, maillots and high-waist bottoms.
Describing the plethora of flashback seen throughout the collection, Carol Lim, Co-Founder of Opening Ceremony avers, “Esprit was really part of the ’80s/’90s zeitgeist, it was completely ubiquitous. Even though one could find the brand in the malls as well as its own stores, it felt global and luxurious. They were doing things that no other brands were doing at that time, but have become the ‘norm’ today. They used real people in their ad campaigns, addressed cultural issues, promoted diversity and inclusion. Esprit had a point of view and people wanted to be a part of that, so you were proud to wear the sweatshirt or carry the tote. This was obviously before teenagers could go online and shop from anywhere in world, so when something caught on the popularity, it just snowballed Esprit’s sales. Esprit was everywhere.”
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Keeping the same love for globally loved imagery, the Opening Ceremony x Esprit campaign is lensed by Matt Jones and shows famous kids from the industry like Coco Gordon Moore, daughter of musicians Kim Gordon and Thurston Moore, and Arsun Sorrenti, son of fashion photographer Mario Sorrenti. Discussing the importance of having an identifiable campaign, Humberto Leon Co-Founder of Opening Ceremony was very grateful for Matt Jones and said, “He helped us realize our vision by bringing on a cast who expresses the Esprit vibes of family and unity, values that Opening Ceremony has also embraced since our inception.”
