The collaboration between Happy Socks and Billionaire Boys Club features tattooed bodies. Tattoos and socks seem light years away from the luxurious marble boutiques of Avenue Montaigne or the glossy pages of magazines. Yet tattoos are everywhere, and the luxury world is no exception. Whether on Freja Beha’s arms or in Valentino’s advertising campaigns for its “Camubutterfly” line of accessories, tattoos are taking on new meanings. More than just a trend, the art of tattooing has been given a new lease of life in recent years, as demonstrated by the “Tatoueur-Tatoué” exhibition at the Quai Branly.
A trend that comes directly from a counter-culture, a street culture: an eternal breeding ground for inspiration. Fashion doesn’t just take to the streets, it finds its muses and its best finds there. Linking instinct with popular knowledge, through cutting-edge collaborations: this is the credo of Pharrell Williams. Illuminated by a new light since the worldwide success of his anthem “Happy”, the artist has long understood the importance of choice collaborations. Daft Punk, Gwen Stefani, Justin Timberlake and many others have turned to the genius of Pharrell Williams.
In 2003, he extended his knowledge to another universe: that of ready-to-wear. For this, he teamed up with Japanese fashion icon Nigo and launched two men’s collections, “Billionaire Boys Club” and “Ice Cream”. Their rapid success came as no surprise. Aimed at a contemporary fashion-conscious public, the collaboration with Happy Socks makes perfect sense at a time when socks are invading the catwalks: from Carven to Prada, via LVMH prize-winner Simon Porte Jacquemus.
Stars, diamonds, dollars and helmets stylized by Japanese artist Sk8thing decorate the socks and underwear in this capsule collection, available from July 15.
So add spice, boldness and humor to your everyday life. Under suits and blue jeans, let the best of street wear shine. And before you go for the grills, gold chains and Rolexes… or not: let’s avoid bling bling, let’s stay subtle.
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