Kappa Kontroll's Spring/Summer Lookbook is Hilarious
References: slamjamsocialism & hypebeast
Streetwear brand Kappa Kontroll highlights the versatility and comfort in 90s tracksuits by way of this hilarious Slam Jam editorial. With heavy branding throughout, the sportswear editorial places the Spring/Summer 2018 'BLUEPRINT' collection in a Gopnik-inspired lookbook. The photoshoot, conducted by Dexter Lander, showcases 90s tracksuits, crewneck pullovers, jersey tops and more in an uneventful interior space, as well as on run-down streets. The models are seen doing a variety of activities in their logo-abundant silhouettes—from pushing a cart that is overflowing with junk to lifting a carrying pole with crates at each end.
This situational placement of the 90s tracksuits within a number of lifestyle scenarios highlights the "range's versatile nature," as well as the target demographic of Kappa Kontroll.
Photo Credits: Dexter Lander
This situational placement of the 90s tracksuits within a number of lifestyle scenarios highlights the "range's versatile nature," as well as the target demographic of Kappa Kontroll.
Photo Credits: Dexter Lander
Trend Themes
1. Versatility of 90s Tracksuits - Expanding the functionality of 90s tracksuits to suit various lifestyle scenarios presents opportunities for design innovation.
2. Gopnik-inspired Lookbook - Exploring cultural influences like Gopnik in fashion editorials creates an opportunity for creating unique and unexpected connections.
3. Logo-abundant Silhouettes - Leveraging heavy branding within silhouettes opens up possibilities for incorporating branding as a design element.
Industry Implications
1. Streetwear - Integrating versatility and comfort into streetwear designs can capture a broader customer base and enhance brand appeal.
2. Fashion Editorials - Experimenting with unconventional themes in fashion editorials allows for disruptive storytelling and concept exploration.
3. Sportswear - Incorporating logo abundance in sportswear designs can create visually striking and recognizable products that resonate with consumers.
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