Tod’s launched a capsule collection with Dazed’s co-founder Jefferson Hack. The collection is called No_Code. Contemporary and still loyal to the Brand “Made in Italy” heritage.
Jefferson Hack is a well know person because he is not only Kate Moss son’s father, but also the co-founder of the fashion Magazine Dazed & Confused. Since his studies at the London College of Printing, his path through the Fashion world brought him to a specific vision of what is modernity. In this specific work, we can see that the collaboration between him and Tod’s creative teams brought a fresh wind into the luxury house history. No_Code is not only a capsule, it is a stylish work showing that modernity can always be reinvented and that tradition is a rich treasure that can create future lifestyles.
So the creations here are supposed to be for both Men and women. It is not really an unisex collection, but more a stylish selection of designs, colors and shapes that highlight the person who is wearing them as natural as possible. According to Jefferson Hack, this collection is about mobility and energy. He imagined it for active people who is traveling, moving, dancing… so basically looking for a certain balance between comfort and style. The movie that illustrates the collection the campaign was shot by American photographer Roe Ethridge. It was a logical choice as Ethridge photography style is quite coherent with what Jefferson Hack tried to accomplish here. Ethridge has a direct style inspired by the world and his experiences. So a very vivid, colorful and full of details graphic style that fits well these specific capsule collection.
In the mood video, we can see the 2 models, Meghan Collison and Christian Brylle. These 2 are definitely “hot” right now. Megan is one the top female models of the moment, considered as in the top 10 newcomers, working for Vogue, Dazed, W and for Brands like Topshop, Marc Jacobs, Prada or Louis Vuitton. Christian worked for Mario Testino but also for magazines like Vogue, V, Dazed and GQ. They represent a aesthetic vision of youth but also a kind of modern life, free of pre-concept judgements and still faithful to a heritage. The way the video was shot is quite interesting. Although each scene is aesthetically well executed, we have a play between inside shots, showing all the product details, and exterior footage, showing the products into action. So it goes from a photoshooting to real life. Interesting.
Where can you find this collection? It will be available in all Tod’s Stores of course, but also in avant-première in:
– Dover Street Market in London
– 10 Corso Como in Milano
– My Theresa in Munich
– Colette in Paris.
For the concept store in Paris, there is even some special models made with the special “Colette Blue”. Chic of chic…
For more details, do not hesitate to check the Brand official website: www.tods.com.
Here are some of my preferred shots from the campaign:
So, this summer get the right energy…. with style.
LA
Info sourced at tods.com, thefashionisto.com, acquiremag.com, fashionfevernews.blogspot.com, chaussure-de-luxe.com, dazeddigital.com, viacomit.com
All images copyrighted by Roe Ethridge for Tod’s and Colette.
