I think of old fashioned Western attire and dull dusty colors come to mind. Nothing could be further from the Kenzo FW11/12 campaign's representation of contemporary country clothing.
The elaborate garments themselves look undoubtedly influenced by the heavy layered and assembled dresses and suits of the 19th century American West, but the textiles used are remarkably different. An interest in pattern and texture prevails, but with cross-cultural ornamental shapes and the means of modern full-bodied pigments, these full-length long-sleeved gowns and elaborate and structured posterior suits bring an unfamiliar element to the log cabin homestead sets.
Despite being completely covered up in these Mario Sorrenti photographs, models Kasia Struss and Aymeline Valade exude a timeless exquisiteness beside the dapper cowboy Clement Chabernaud. The Kenzo FW11/12 campaign presents the illusion of a much older aesthetic, born of an era that could have come no sooner than the present.
Psychedelic Western Spreads
The Kenzo FW11/12 Campaign Brings Pattern to the Planes
Trend Themes
1. Patterned Western Attire - Disruptive innovation opportunity: Explore the use of cross-cultural ornamental shapes and modern full-bodied pigments in traditional Western fashion.
2. Contemporary Country Clothing - Disruptive innovation opportunity: Incorporate modern elements and textures into traditional country clothing for a fresh and unique look.
3. Textile Innovation - Disruptive innovation opportunity: Develop new textiles that combine traditional patterns and textures with modern manufacturing techniques for fashion-forward garments.
Industry Implications
1. Fashion and Apparel - Disruptive innovation opportunity: Introduce unconventional patterns and materials to the fashion industry to redefine Western attire and appeal to a new generation of consumers.
2. Textile Manufacturing - Disruptive innovation opportunity: Collaborate with fashion designers to create innovative textiles that break the boundaries of traditional Western clothing.
3. Photography and Advertising - Disruptive innovation opportunity: Explore new ways to present and capture traditional fashion campaigns by incorporating elements of timeless elegance with modern visuals and narratives.