While not wholly synonymous with the fashion industry – despite its numerous red carpet moments and dominant TV culture filling the aesthetic dreams of teens the globe over – MTV’s relationship with the design world is pretty damn strong. Which is why everyone wanted a Marc Jacobs x MTV sweatshirt back in 2016, and why we’re having a hard time selecting our fave from the franchise’s new hook up with Fyodor Golan.
“MTV have been the voice of youth culture for decades,” explain London based dream team, Fyodor Podgorny and Golan Frydman. “We wanted to embrace this and the memories of our teenage years. This collaboration combines the iconic pop culture symbol with the vibrancy and bright colours of today’s MTV.”
“We’ve played with the logo through textures and finishes, to enhance the contrasts of traditional techniques with new fabrications,” the pair continue. “We were attracted to the ongoing evolution of this iconic brand, the idea of always re-examining oneself in order to carry on with new ideas.”
Premiered on Friday during the brand’s divine London Fashion Week slot, the MTV collection translates to cloth the party it first established in 1981; the bright colours, the enthusiasm for youth culture, and the on point mechanisms of brand curation. Case in point, the splash of logo that illuminates the pieces and the contemporary silhouettes on which it sits. Good luck making that shopping list concise.