The 11-minute long movie on Études’ menswear collection has been filmed by Grégoire Dyer, and literally brings the runway “on the streets”. The 20th arrondissement of Paris is the perfect background, because it is a genuine mix of daily life and art, with its busy streets and improvised murals on the walls.
The collection was born after a moment of reflection, due to the latest facts that we all know. The brand, and the three creative minds behind it, Jérémie Egry, Aurélien Arbet and José Lamali, have also been busy on a practical level, raising funds to donate to the Pasteur Institute in Paris through the sale of some exclusive photographic prints , in collaboration with 138 photographers from all over the world.
The health emergency and all that followed has certainly given a lot to think about and the Études menswear collection is more street than ever. It is simple, even if the maxi lines and the prints are refined and reveal a very accurate and precise creative path. The colours are almost all on earthy tones, between brown and military green. The cotton shirts with orange sunsets prints and cowboy-style details bring to the mind arid desert landscape more than city life. The t-shirt with the slogan “Yes Future” summarizes the moment of transition, which wants and must be positive, despite the uncertainties.
The environmental impact of the collection is also positive, because it is entirely made with recycled or organic fabrics.
Many pieces of the collection are destined to have a place of honor on the upcoming fashion scene and in street style. Eyes open because most of the garments look great in female wardrobe as well.
Cover image courtesy: Études.