It wasn’t too long ago that one would grasp at straws to find a positive fashion brand that celebrated people in all their forms. Thankfully, we’re now officially in an era where diversity is at the forefront of fashion. Of the handful of brands leading the charge is New York-based Club Monaco: A luxury label that champions individuality, connection, and community. And for the Club Monaco Fall 2018 collection, the brand takes its tenet up a notch with a print and video campaign that highlights real people and the beauty of everyday moments.
Called ‘No Ordinary Life’, it stars ten regular people and friends of the brand who span different ethnicities, ages and occupations — including photographer Peter Ash Lee, beauty editor Jane Larkworthy and podcast host Elise Peterson. This marks a refreshed direction for the brand under Steven Cateron, Club Monaco’s new Head of Design. Cateron describes the season as a “clear refocus and a new intention to share that with the world in a real way”.
The new campaign is best previewed through its video, as it gives a better glimpse into the brand’s new direction. Filmed in New York by Hans Neumann, it features the Fall 2018 collection in motion, with the ten personalities decked in the new pieces as they go about their day — from a solitary moment in a coffee shop, to strolling through the city’s colourful Chinatown district. The effect, of a woman’s suit billowing in the breeze as she crosses a street and sunlight dappling on a turtleneck sweater, highlights the beauty of the small, everyday moments. In working with the ten personalities, Cateron got them to style themselves to bring out their individual styles. There were no restrictions — not even on borrowing from another gender’s line — to emphasise the brand’s unified vision that Club Monaco is never designed for any one woman or man.
The collection blurs the lines between the male and female pieces. Nothing is distinctly feminine or masculine; instead, the everyday separates boast muted and neutral patterns and fabrics — think classic blazers, long-lined coats, and sleekly tailored trousers. These are versatile and open for interpretation. CEO Francis Pierrel sees this as the brand’s move to “refocus on [the] connection with customers [as] they’re really at the heart of the brand.”
The collection is now available at Club Monaco Singapore stores. Click through the gallery to view the collection.
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