![]() Invitees gathered inside and tried their best at sustaining small talk amidst the immersive sensory stimulation. In our interview, Lorenzo cited Brutalism-Soviet Russian bus stops in particular-as a personal inspiration.īeyond the fortress, the entire warehouse was shrouded in darkness, like the proverbial storm clouds circling the kingdom of heaven. There’s an architectural sway behind Fear of God, which occurred to me after the brand’s first runway show several months prior. In the center was a fortress-like structure, covered wall-to-wall with monitors, where the campaign film showed a bird’s-eye view of grand, sweeping natural environments, intercut by shots of models strutting through a liminal, desert planet, while sporting the collection. “The installation felt like a vast, imposing setting meant to simulate the experience of being tiny in the face of nature.”Īnd bring them together he did, with the unveiling of the ‘Athletics Atmosphere’: an event that functioned simultaneously as a pop-up art installation, party, collection drop, and church service. Everything from the history of being Black in America, to my spirituality, to all the other cultural nuances that I’ve been exposed to.” “My talent is the ability to bring all the things I’ve been exposed to into a singular point of view. “We each have our own individual life experience and they’re all valid,” he says, responding to a question about the varied landscapes of his childhood impacted his aesthetic sensibility. His father was a minor league baseball coach for much of his life, resulting in a childhood scattered across the continental US. ![]() It was a part of the long-awaited release of Athletics, an Adidas-engineered collaboration and final branch of Fear of God’s ‘Three Pillars.’ I met Lorenzo at what can only be described as a postmodern campfire: a circular enclosure of petite granite boulders, which we used as chairs, surrounded by sparsely placed glowing orbs. This jouissance was in full play as I was led through a maze of massive walls draped with fabric in a dimly lit warehouse obscuring the installation that was to be unveiled later that evening. Call it swagger, the pastiche of a good businessman, or the vestige of a past career in party promoting: The founder and creative director of Fear of God has built an empire, thanks in part to an almost unparalleled ability to curate mystique. Jerry Lorenzo is a master of the grand reveal. The brand’s recent Adidas collaboration combines the ease of athleisure with the singularity of nature
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