Shane Cullen analyses this year’s biggest collaboration between the worlds of music and fashion.
Britney Spears, wearing head to toe denim? No, you haven’t been transported back to 2001; it’s not the MTV Video Music Awards, nor has she gotten back with Justin Timberlake. Instead this is one of the pieces taken from Britney’s collaboration with French luxury brand Kenzo, her first major fashion collaboration in recent years. The pair have worked together to relaunch Kenzo’s newest collection La Collection Memento No. 2. With printed crop tops and playful floral three pieces, Britney returns to all her Glory in this new ad campaign.
The 80s inspiration carries through to the clothing with electro green crop tops, denim baseball caps, and lace up boots, all made from the inevitable denim.
La Collection Memento No.2 made its debut in September of last year at Paris Fashion Week’s Spring Summer 2018 shows, where the show took place during the interlude of a play. It displayed a wide variety of oversized and jungle printed kimonos. The concept behind the jungle designs was an ode to Kenzo’s founder, Kenzo Takada. While Takada retired in early 2000, he has remained an active member of the fashion world by continuing to design and make appearances at Kenzo shows.
As Spears gears up to prepare for her summer Piece of Me shows, becoming the face of an established brand like Kenzo is perfect timing.
Shooting in Paris for the campaign, Kenzo’s new collection is a tribute to their 80s denim jeans range which launched in 1986. The 80s inspiration carries through to the clothing with electro green crop tops, baseball caps, and lace up boots, all made from the inevitable denim. In an interview with Vogue, Spears gave the collection the seal of approval, adding that it was “youthful.” Creative directors for Kenzo, Carol Lim and Humberto Leon, had Spears in mind to be the face of their campaign from the beginning, as they said that it was a celebration of icons.
As Spears gears up to prepare for her summer Piece of Me shows, becoming the face of an established brand like Kenzo is perfect timing. Talking about her own style in the Vogue interview, Spears admits that she does not take the same fashion risks now as she did in the earlier years of her career. It remains unclear if she was referring to the time she wore a live snake during her MTV VMAs performance, or just outfit choices in general. These days Spears can be found modelling her favourite outfits at home on her Instagram videos, which have developed a cult following. With the new project to her name, expect plenty more mansion catwalk videos styled by Kenzo.