[STYLE] BRITNEY SPEARS UNVEILED AS THE NEW FACE OF KENZO LA COLLECTION MEMENTO NO2 CAMPAIGN
KENZO’s La Collection Memento delves into the house’s rich history and storied archives. Creative directors Carol Lim and Humberto Leon treat the vaults like a jumping off point – finding the strands, ideas, and ingenuity that particularly interest them and then rework, reinvent and revitalise. The result is something completely new with a reverent grasp on the codes of label founder Kenzo Takada. A nod at the past while looking forward to a bright future.
La Collection Memento N°2 focuses heavily on denim and was inspired by the 1986 Paris runway debut of KENZO Jeans. But a more esoteric theme is “Icons”. The KENZO motifs (the tiger, The Great Wave of Kanagawa) are all featured heavily, as well as (for the advertising) Britney Spears.
Britney Spears. KENZO. Peter Lindbergh.
What could at first seem an unusual trifecta, actually makes total sense when one learns that collection is all about icons. Britney is certainly an icon and the quintessential queen of denim. Of similar stature in the photo world is Peter Lindbergh, whose British Vogue cover of Linda, Naomi, Cindy, Tatiana and Christy ignited the age of the supermodel. Lindbergh’s previous work on Kenzo Takada’s historical campaigns for the brand informed Carol & Humberto’s decision to work with the legendary photographer. Lindbergh captured Britney in all her American Dream glory and beauty. Shot in Los Angeles, the campaign is a bit cheeky, optimistic, and joyous – the perfect combination for KENZO – La Collection Memento N°2.
In the campaign which bows in titles and online across the globe, Spears can be seen wearing pieces from the KENZO – La Collection Memento N°2 collection.
KENZO – La Collection Memento N°2 will be available at kenzo.com, in KENZO stores globally and at KENZO partner stores from 21st March.
KENZO was founded by Japanese designer, Kenzo Takada in Paris in 1970. With its colorful prints and declaration of freedom, KENZO shook up the couture codes of the time by irreverently breaking the rules. In 2011, Humberto Leon and Carol Lim took post as Co-Creative Directors.
At the core of their approach, travel, culture and fashion manifest in all that they do. KENZO has become known for its groundbreaking collaborations with avant-garde artists, musicians, actors, and designers. In the recent past, Carol and Humberto have created a successful perfume, “KENZO World”, collaborated with retail giant H&M, launched a new line “KENZO – La Collection Memento” and have opened new stores in Paris, Barcelona, Tokyo, Seoul and Shanghai.