L'AMOUR BRUT

From the biography published on Vancouver Fashion Weeks website;

We are two at the artistic direction of the brand L'Amour Brut. We met during our Bachelor Stylist, Model and Textile Designer courses in 2018. From this meeting, a first collection during a group project was born, and from then on, we decided to concretize all these projects in a brand that will wear the name L'Amour Brut, the same year.
L'Amour Brut tells the story of the opposition and the pooling of two visions. On the one hand, the love that wants to be light and sensual, on the other hand, a raw and refractory exterior where the control does not act against but with madness.

Mixing materials, colors, not setting "limits"; L'Amour Brut is ready to change everything. In today's world, it seems important to us to adopt an eco-responsible approach by choosing the ends of rolls, by upcycling, in equal parts in the collections.This approach leads us to produce unique pieces.

L'AMOUR BRUT

On Friday, April 8th the French label L' Amour Brut showed their collection entitled "Pursuit of Happiness" at Vancouver Fashion Week. The inspiration for this collection is the pursuit of happiness throughout one's life. The designers shared the following in a recent interview " Behind this name there are several meanings for us, both literal meanings, indeed for us, this collection represents the fulfillment of a dream because it will show during a fashion week. And also, in the figurative sense because we also imagined it as a temporal pursuit, this collection is inspired by several periods, and key points in life, from childhood to marriage."

The collection of twelve looks take the viewer through those different stages of life. These stages of life are represented by child-like school clothes all the way to a wedding day. These garments have strong silhouettes, use an array of color, including vibrant accents and bright accessories and have a propensity to confound and inspire. While they can be dark these clothes have a wonderful sense of fun and whimsy.

Each ensemble is unique but drawn together by similar elements. A series of symbols make the collection congruent. The iconic 1970s happy face, now transformed into an emoji, shows happiness and sadness on jackets and pants. A handgun is printed on pair of white trousers, like a child's badge or sticker. The gun is a constant theme; oversized sweaters have the gun emblazoned on their chests. The Pop Art references cannot be ignored.

The first three looks down the runway are youthful, layered, and combine many individual pieces. A cream look incorporates a logo print in oversized sweatpants. A white and Kelly green top and pants is decorated with comic like motifs. A whimsical pink varsity jacket, is paired with 1970's inspired patchwork faux leather trousers.

Photos are courtesy of Vancouver Fashion Week 

Photographer Arun Nevader

Red shaggy faux fur, slogans scrolled on black backgrounds, and prints add detail, texture and vitality. There are many individual pieces in this collection that are highly wearable. A standout cream dress with a large scale print of a bejeweled dog's head is worn over trousers; the cool factor is in full throttle. Well cut garments include a black tailored suit. All together the collection contained many wantable, werable things.

The last trio of garments are the most conceptual. A male model is in a suit that is cocooned in a shroud of green mesh fabric, restricting his movement. A black boiler suit with a gold tutu at the waist, and a white balaclava, conjures up images of religious iconography. The collection closes in the tradition of a couture show with a bridal look. The bride's gown is restricting with twisted layers and an exposed corset, it has what appears to be a hot pink holster at the waist.

The designers while exploring volume, silhouette, materials, and color are committed to sustainability. L' Amour Brut; "In today's world, it seems important to adopt an eco-responsible approach by choosing the ends of rolls.; which leads us to limited production. We also do upcycling, which leads us to have unique pieces. L' Amour Brut is for everyone who wants to wear it, and is meant to be inclusive."

IN CONCLUSION

After their runway show, I attempted to speak with L' Amour Brut designers Alessandro Tedone and Laura De Costa. I found them surrounded by a crowd of engaged audience members. I was soon drawn to the exchange between the designers and the audience. An excited audience asked questions and made statements about their favorite pieces from the collection. While L' Amour Brut currently isn't marketing their garments, they are engaged in creating a vibrant and engaging brand. A fashion show can be many things; one is an outlet and display of creative expression. These garments are full of symbolism. The collection is also full of individual pieces that are unique, and exciting. The clothes are bold and brave. This fashion has the potential to turn on a new generation- and challenge the traditionalists to rethink what fashion can mean.

CIAO FOR NOW J.ANDREW