Co-founder and designer of Hood By Air Shayne Oliver announced the return of his infamous label in 2019. The cult-favourite brand abruptly stopped production in 2017, only 11 years after its creation. Now, Oliver has shared his debut campaign, “Prologue” which stars none other than Naomi Campbell.
Prologue will reportedly explore three linked narratives; “Mother, Veteran and Merch”. The supermodel features in the “Mother” chapter, due to her sheer influence and mentorship towards many in this industry.
In an interview with Vogue, Oliver discussed Naomi’s motherly presence and said she “has always been so outspoken about Black people in fashion, Black identity, and Black creativity. It just made the most sense to begin the conversation there”.
However, fans will have to wait till June for the full collection, as Oliver has stated his desire to have “performative shows”. The designer is being patient with the relaunch of Hood By Air, saying “Everyone likes the concept of slowing down, but they’re so addicted to the pace”.
As far as what Hood By Air will actually offer, Oliver has already given us a few hints. With a focus on redesigning a strong wardrobe based on utility, he explains that “It’s based, literally, on the wardrobe of what we’ve been wearing within the hibernation phase: The leather pants, the leather jacket”. He further emphasizes the importance of sets and uniforms, mirroring the behaviour of a community.
So, keep your eyes peeled for June 2021, but in the meantime check out the campaign images, as well as teasers posted on Hood By Air’s Instagram.
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