One year after the release of his fourth collection, Jerry Lorenzo’s cult menswear label Fear Of God is back with 96 pieces that now come in smaller sizes.
It’s good news for his female celebrity fanbase, not that it ever held back Gigi Hadid, Kendall Jenner, Rihanna, and Kim Kardashian West from wearing his oversize ‘90s grunge-inspired looks. The new women’s offering changed nothing, with the exception of footwear. “The women’s pieces within the collection are exactly the same size, fit, and proportion as the men’s pieces, but we added a size extra small to the production line,” Lorenzo explains. “I like the way men’s clothing falls on women and to maintain this idea of going into your boyfriend’s closet and not having a choice when it comes to size or fit. For me to play with women’s shapes would be dishonest, as that’s not what I’m good at. More importantly, it goes against what the brand is, which is universal.”
This fifth collection is still rooted in that same grunge era but, this time, Lorenzo taps even more into the “teen spirit,” so to speak, which he naturally connects to having been a part of the American high school system—class of ‘95. “The inspiration is the high school cool kid from the 90’s—when the star athlete dictated what was “cool” and not the “fashion kid” of present day. When the only information you had access to was your closet and you had to make it work somehow.”
To reflect the time when Lorenzo himself was “that kid,” he’s incorporated athletic elements from baseball—his father played, coached, and managed Major League Baseball. And he drew from ‘80s proportions—volume on top, with slimmer bottoms and, from the ‘90s, he uses baggier fits, drawstrings, loose sweats, and basketball shorts. “The basketball sneaker is like an old L.A. Gear shoe, reimagined; the denim, the flannels, baseball jackets, etc.—the magic in each piece is not only in its newness, but in its familiarity.”
Familiarity played a huge role in the collection’s campaign and accompanying film too, which was photographed at Lorenzo’s late grandmother’s house in Sacramento. All of the furniture you’ll see belonged to her, and the set as a whole helped the creative director to look back, but to also keep her memory alive. “Every time we would go visit her, we would go into the living room and pull out photo albums and look to the past. I wanted to create a place where time stood still and all of the memories of my childhood were very much alive and not subject to end in a photo album and become just memories.”
Authenticity and honesty might be the most prevailing factors in what makes a brand relevant in 2017, and Fear of God reeks of both. Lorenzo levels with his consumer about the fact that they’re not pushing any innovative design techniques or new fashion concepts. What you see is what you get. “The stories and the inspirations are real. The pieces are American classics, just modernized, and with my take on it,” he says. Even if you graduated a little earlier than ’95, Fear of God will resonate.END
prev link: https://crfashionbook.com/fashion/a9197552/fear-of-god/
createdAt:Tue, 28 Mar 2017 19:14:49 +0000