And raw denim is still here. Celebrating 30 years of streamlined design, perfect trenches and “elevated basics”, A.P.C.’s SS18 collection is articulated in just eight looks. Jean Touitou, the Tunis-born designer and founder whose work is far better known than his name, chose to further explore the brand’s use of denim – a journey he first started last season.
Shot in the house’s studio Rue Madame, the looks here were split into two moods – the full denim sobriety vs. the “sombre positivity” of floral dresses of different lengths and shapes. Denim pieces are playfully deconstructed in unexpected ways: a raw denim jacket is reworked as a cape, wide leg trousers turn into an apron and a jacket and jeans are pulled apart then sewed back together as a surprising long coat. On a humorous note, a tote bag reads: “After 25 years of stubbornness and radicalism A.P.C. raw denim is still here. But the time has come for the inevitable historical compromise! There are now more feminine styles, stonewashing and even some stretch denim.” Written five years ago, the text proclaims a new direction for the fashion brand which similarly honours its heritage of casual elegance.
As such, innovating doesn’t stop at the garments. The eight looks are carefully styled, experimenting with the many ways there are of carrying a bag. Tucked under the waistband of jeans or attached to the belt loops of a dress, clutches and purses don’t go unnoticed. Especially when they have many uses – for SS18, flowers don’t sit on pots, they bloom in leather handbags.