For Spring-Summer 2023, Maison Kitsuné presents a campaign in three parts – an immersive adventure through their universe, stopping in three destinations: an otherworldly utopia, a fantastical outdoors, and an imagined cityscape. From January to April, follow Maison Kitsuné in its exploration of everywhere, liberated from the confines of reality: a world which deserves to be discovered, and which showcases the irreverent ease, optimistic outlook and utilitarian practicality which define the brand.
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The clothing proudly resides in each destination: amongst the outsized cacti of a rainbow-tiled meadow; the clifftops of a great outdoors; the centre of a city. In each space, the collection expresses a different part of its personality – from the playful sensibility expressed in a hedonistic utopia, to an adventurous pragmatism suited to a natural vista.
This is a poetic celebration of escapism and exploration, from the country to the city – and the places in between. A brand defined by its consistent curiosity about the world, and its ability to adapt to every environment, Maison Kitsuné finds its home everywhere.
DESTINATION: PARIS
For the final stop on its Spring-Summer 2023 exploration of everywhere, Maison Kitsuné arrives in Paris. Suspended within an irreverent surreality, the brand presents ‘Sweet Souvenirs’, a story by Maison Kitsuné and Hotel Olympia. Through a playful exploration of Parisian clichés photographed by Anton Gottlob – candy-coloured poodles and supersized macarons offer the cues for a collection which subverts notions of vacation kitsch.
The trademarks of tourism are translated into a complete summer wardrobe with a tongue-in-cheek energy: crests that evoke hotel slippers now embroidered onto espadrilles; souvenir T-shirts illustrated with ice cream sundaes and postcard collages. Poolside prints are transposed onto resort shirting, knitted two-pieces and seersucker tunic dresses; the vintage iconography of palm fronds and synchronised swimmers presenting a playful twist on tradition.
The sweet, sorbet palette of summer is interspersed with of everywhere, Maison Kitsuné arrives in Paris. Suspended within an irreverent surreality, the brand presents ‘Sweet Souvenirs’, a story by Maison Kitsuné and Hotel Olympia. Through a playful exploration of Parisian clichés photographed by Anton Gottlob – candy-coloured poodles and supersized macarons offer the cues for a collection which subverts notions of vacation kitsch. The trademarks of tourism are translated into a complete summer wardrobe with a tongue-in-cheek energy: crests that evoke hotel slippers now embroidered onto espadrilles; souvenir T-shirts illustrated with ice cream sundaes and postcard collages.
Poolside prints are transposed onto resort shirting, knitted two-pieces and seersucker tunic dresses; the vintage iconography of palm fronds and synchronised swimmers presenting a playful twist on tradition. The sweet, sorbet palette of summer is interspersed with the colour codes of preppy sports clubs – saccharine spirit offered a polished edge. Equally, Maison Kitsuné’s signature, streetwear ease remains omnipresent through the collection’s relaxed fits and nods to utilitarian aesthetics: a patchwork overshirt imbued with insouciant cool; a workwear jacket or zipped sweater offering protection from an evening breeze. A packable tote and towel in a cabana stripe presents a profoundly practical essential, branded with the new Maison Kitsuné crest; an array of accessories – from baseball caps to keyrings – offer the perfect summertime souvenirs.
This is a distillation of luscious nonchalance: a collection by Maison Kitsuné and Hotel Olympia which sets the tone for a cool and carefree summer in the city. ‘Sweet Souvenirs’ by Maison Kitsuné and Hotel Olympia is available from April 12, 2023 in store and online at maisonkitsune.com
