The hot fashion name on everyone’s lips this season is The Kooples.
The Parisian brand’s popular ad campaign features real-life couples dressed in its trademark classic tailoring with a grungey edge.I’m sure you’ve seen the ads – The Kooples has recently expanded to the UK. The idea is that people in long-term relationships often borrow each other’s clothes; think androgynous separates you can mix and match for an edgy look.
Minimal and chic with a rocker vibe best sums up the clothes. If you haven’t yet ventured into one of London‘s flagship stores, do so now. It’s pricey, but quality.
It comes as no real surprise that the clothing line’s founders are the three Elisha brothers, also behind the very chic Comptoir des Cotonniers – famous for featuring mother and daughter pairs in their ads.
But what of the ads? For Spring 2012, they’ve brought in a host of famous faces. Pete Doherty sums up the overall look very nicely.
But my favourite is Fréderic Beigbeder. This is quite the coup (in my humble opinion.)The famous French critic, author and personality is best known for his self-deprecating sense of humour. That and being caught snorting coke on a car bonnet at 3am. He has no shame, but is generally loved for his larger than life persona.
The poster features the 47-year-old posing with his lovely 21-year-old (ahem…) girlfriend, Lara, next to the words: “Fréderic et Lara en couple pour 3 ans. Au moins.”
The joke is completely lost in the ad translations I’ve seen across the pond. The Kooples is riding on the success of Beigbeder’s directorial debut, “L’amour dure trois ans.” The January box office hit is based upon his own bestselling novel of the same name. It’s very funny, you should read it.
The pessimistic premise of the book/film is that love doesn’t last more than three years. Beigbeder is completely convinced by this depressing mantra… but is of course proved wrong. The slogan is therefore a joke.
It made me chuckle, anyway. Perhaps you have to be French.