Kenzo Devours Hamburgers and Takes us Back to the 90’s

Paula Móvil (Translated by Claire Williamson)

The curtain opens and two people appear eating an enormous and almost grotesque hambuger that is reminiscent of that iconic scene from Lady and the Tramp but remixed for the late 90’s. In this case, its not a love story, it is a moment of passion that ends with them climbing on a cafeteria table as part of the latest collaboration of Kenzo with director Gregg Araki. This formula isn’t anything new for Humberto León and Carol Lim, the creative directors of a brand that resonates with Araki’s work with low budgeted “underground” movies in California like Teenage Apocalypse Trilogy. The cultural pop symbolism is what characterizes these films from the late 90’s with B-rated actor cameos (who later became A-level celebs like Rose McGowen and Ryan Phillippe), religion, alien, Southern California slang, and the throwing out of all that once was considered cool on the West Coast. Ignored by the critics but praised by an audience that turned these movies into cult icons, which have embedded themselves so much in the collective memory of Humberto and Carol that there was no question when connecting Kenzo with Araki.

Here and Now is a project that takes a nostalgic trip back to the adolescent plateau that so dominates film going back to the world of the film Nowhere (1997), shot in the same style and now accented with Kenzo’s Fall 2015 collection. Who wants a simple ad when they could have a professional piece of film instead? Also, as if it could be any other way, the project has all of the trappings to become a fetish film for all lovers of fashion and film: style, rebellion, sexuality, a nun, and of course, the typical shoegazer song, that is oh so reminiscent of the 90’s.

 

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