Drifting in Études - Harvey Nichols

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Drifting in ÉtudesWe talk to the cult Parisian brand as it takes over Project 109 in Knightsbridge and online

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Knightsbridge
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GET TO KNOW THE BRAND'S ANTICIPATED SPRING/SUMMER 2017 COLLECTION THAT’S JUST LANDED.


Études has quickly ascended to cult status for its minimalist-cool aesthetic. Reflecting the contemporary landscape and marrying inspirations from classic-tailoring and sportswear, the brand has carved an identity for its distinctive, clean-lined streetwear staples. Championing experimentation and collaboration, Études is not only a menswear fashion line, but a publishing platform, art direction agency and hub of creativity.

Here we speak to one half of the creative direction team, Aurélien Arbet, to get the low-down.

SHOP ÉTUDES

ÉTUDES IS MORE OF A CREATIVE COLLECTIVE THAN A FASHION LINE, HOW DID THE MODEL FOR THE BRAND COME ABOUT?

We have been working in creative fields such as fashion, art and publishing for the past 15 years. We launched Études in 2012. It was quite naturally that we decided to work with a group of friends as a transdisciplinary brand.

TALK US THROUGH THE CONCEPT FOR PROJECT 109 AND YOUR COLLABORATION WITH ARTIST COLIN SNAPP.

By creating the pop-up we are able to introduce the whole concept of the brand, showing and display the new collection and books in a dedicated way.

We’ve been doing pop-ups in New York, Seoul, Tokyo, Los Angeles with unique design and furniture each time. For this specific one we are presenting the images from Colin Snapp created to echo the Spring/Summer collection’s central ethos of exploration and the notion of defining a “new geography.”

His images create a half-waking world of uncertainties and sharp contrasts. Colin manipulates the viewer’s perspective through a thoughtful conceptual process. Using glass lens filters and a practice known as re-photography, Snapp (who has previously collaborated on two publications with Études Books) creates a series of dualistic imagery that is both simultaneously static and in motion.



WHAT WAS YOUR INSPIRATION FOR SPRING/SUMMER 2017 AND HOW DOES THIS TRANSLATE INTO THE COLLECTION?


The Spring/Summer 2017 collection centralises around a single theme: traveling. Traveling as a movement and the time spent transiting from one place to another. The suspended moment, the state of floating that provokes feelings of uprooting and de-connection.

We usually start from images that connect with the idea around the collection. For example the colours of the Mike Oxyd sweater comes from one of our photography of a blue rusted wall. From there we are able to determine a unique colour palette for the collection.

YOU’VE EXCLUSIVELY DESIGNED T-SHIRTS AND A TOTE BAG FOR HARVEY NICHOLS EMBLAZONED WITH THE WORDS ‘DRIFTING IN LONDON’. WHAT WAS THIS SIGNIFICANCE?

It is an homage to La Dérives from Guy Debord and the Situationist.

Wandering in the city has always been one of our biggest source of inspiration. We like the idea to get lost in a city and see what can come up from it. For each ‘Dérives In’ series we created a specific graphic design in connection with the spirit of the city.

For the Harvey Nichols London one we explore old English engravers fonts.


WHO IS THE ÉTUDES GUY?

  • The Études man is curious; he likes to meet with people, has got a unique style based on pieces with a story.

    He is a free spirit, he likes to travel and to learn from new culture. His attitude is to be engaged.

HOW WOULD YOU SUM UP ÉTUDES?

Engaged, minimal and contemporary.

PHOTOS: Alex F Webb

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