APC x KiD Cudi is the novelty of this Spring / Summer 2019 collection. A collaboration between the American artist Kid Cudi and the French label APC long awaited since last year. But how can a collection be possible?
APC is not at its first attempt
First of all, as APC creator Jean Touitou recalls , “I always wanted to ask people outside for their visions of our work, and I remembered my mother’s advice: ask someone ‘a to taste.’ the Parisian brand likes to work with artists, the latest rapper is none other than Kanye West.
Kid Cudi: The Cleveland Kid
This is how the rapper from Cleveland was chosen for this collaboration. Recently back on the scene with Kanye West’s Kids See Ghosts album with visuals by Japanese artist Takashi Murakami . The Kid has found passion and artistic motivation . He announces this collaboration very modestly during an interview : “I have this small collaboration that I do with the French brand APC will be released soon”.
A Subtle Mix
It was not chosen at random as said Jean Touitou “When I saw Scott (his real name) for the first time, I immediately understood that it would be possible to work well with him […] ]. Between the extreme dignity and sobriety of his appearance, the surprising presence of a rose on his right hand […] »It was enough for him to be the ideal candidate, bringing his quirky side and passion to the brand. But the factor that decided Mr Touitou is the shadow part of this character.
The theme of this collection between APC and Kid Cudi was inspired by “Fire” , one of the songs of Kanye and Kid Cudi, they evoke their failures in life and the people who judge them for it. Instead of worrying about it, they choose to use it as a source of motivation, as J.Touitou claims. “The words heard in one of his songs” Fire “then reasoned in me. These words are “Beautiful Madness”. We can go, I said to myself, he’s part of the club. “
For this collection we will find the classic and sleek side of the brand mixed with the madness and demons of Kid Cudi. “A red leather jacket […] with a print evoking the hell of […] red sneakers would never have emerged among our proposals without him […]” says J.Touitou. The presence of more classic pieces using projections of color tasks (Dripping Techniques in Art) gives a touch of modernity and boldness to the brand, which confirms the creator “the use of splashes of color spots on jeans and t-shirts add dynamism and joie de vivre to this dream- friendly ensemble: DREAM ON! »
by Thomas Zeganadin