Lucien Pellat-Finet, a Paris-based luxury streetwear brand, has released a campaign video for its 2022 Autumn/Winter collection.
The song featured in the video was an original composition by Shinichi Osawa, an artist active both in Japan and overseas, who is a musician, composer, DJ, and producer. Osawa, who debuted with MONDO GROSSO during the acid jazz movement of the 1990s and is active globally as part of the unit RHYME SO with poet, performer and DJ RHYME in addition to his solo work, and Lucien Pellat-Finet, who debuted as a brand in 1994, commented on the background of this collaboration, saying, "There were similarities between our brand philosophies, which have been to not pander to the mainstream, but to stay a little outside the mainstream and find meaning in one's existence through intuition and unique values."
The video follows a group of models wearing the brand's signature Scottish cashmere sweaters, known as the "King of Cashmere."The theme of the video is the "BEAT GENERATION," a movement that took place around 1950-60 on the West Coast of the United States, and which forms the basis of the 2022 AW collection.The video expresses the brand's desire to "resonate rhythmically with the modern generation who are free from stereotypes, believe in their own values, and are able to make independent choices."
The campaign video begins with a scene of UNDERWOOD's typewriter, an icon of the Beat Generation, and a thick, danceable beat. As Osawa Shinichi commented, "I turned the images I get from beat culture into sound, and without tracing anything or thinking too much about musical consistency, I sketched it to react to the visuals as much as possible." The video is edgy and typical of Lucien Pellat-Finet, giving the impression of improvisation and encounters in a new era after the pandemic.
Lucien Pellat-Finet Official Website: https://www.lucien-pellat-finet.jp/
The song featured in the video was an original composition by Shinichi Osawa, an artist active both in Japan and overseas, who is a musician, composer, DJ, and producer. Osawa, who debuted with MONDO GROSSO during the acid jazz movement of the 1990s and is active globally as part of the unit RHYME SO with poet, performer and DJ RHYME in addition to his solo work, and Lucien Pellat-Finet, who debuted as a brand in 1994, commented on the background of this collaboration, saying, "There were similarities between our brand philosophies, which have been to not pander to the mainstream, but to stay a little outside the mainstream and find meaning in one's existence through intuition and unique values."
The video follows a group of models wearing the brand's signature Scottish cashmere sweaters, known as the "King of Cashmere."The theme of the video is the "BEAT GENERATION," a movement that took place around 1950-60 on the West Coast of the United States, and which forms the basis of the 2022 AW collection.The video expresses the brand's desire to "resonate rhythmically with the modern generation who are free from stereotypes, believe in their own values, and are able to make independent choices."
The campaign video begins with a scene of UNDERWOOD's typewriter, an icon of the Beat Generation, and a thick, danceable beat. As Osawa Shinichi commented, "I turned the images I get from beat culture into sound, and without tracing anything or thinking too much about musical consistency, I sketched it to react to the visuals as much as possible." The video is edgy and typical of Lucien Pellat-Finet, giving the impression of improvisation and encounters in a new era after the pandemic.
Lucien Pellat-Finet Official Website: https://www.lucien-pellat-finet.jp/
