two aesthetics, one obsession x Kimora Lee & Jacquemus

its rise, fall, all of it. I already knew i’d be using jacquemus. I love the way he thinks. I love the over the top marketing ideas, the bold color in the real world, exaggerated, dramatic & real. I just love the muchiness of it all!!

but then I thought about my love for Miss Kimora Lee & how, if I were the director, the baby phat rebrand would have looked completely different. I mean she was the blueprint for over the top. for building a lifestyle around a brand. a whole world. you didn’t just buy baby phat because you liked the clothes, you bought it because you wanted to be like her! the brand almost didn’t matter, Kimora was the brand!

and I relate to that on a personal level. that’s the only way I want to build something. not forced but extra. big. fun. feminine. real.

Jacquemus is different in some ways. it’s still big, in your face & over the top. just more poetic, a little quieter maybe but also maybe not? he’s still selling a world. a fantasy. a version of himself, just through softness & surrealism. he’s building a brand with a soul & feelings.

so even though Kimora & Jacquemus are very different, I think my love for both comes from the same place. they both display how to romanticize life within a brand.. lifestyle like Kimora, brand like Jacquemus?