Fear of God Debuts Behind the Scenes Look at Upcoming Campaign
Video: Fear of God.
In anticipation of its Fifth Collection release, Fear of God debuts a behind-the-scenes film from the campaign shoot, a visual story told to Chance the Rapper’s “Finish Line/Drown.” Directed by Lane Stewart, the candid film depicts the brand as a family, revealing the collaborators’ efforts to evoke the nostalgic essence of the collection. Inspired by the childhood of Creative Director Jerry Lorenzo Manuel, profiled in ESSENTIAL HOMME February/March 2016, the shoot borrows furniture from Manuel’s grandmother’s home and features family photographs beside test shots of the models. The garments themselves embody this retrospective theme, including styles from ’80s and ’90s streetwear—oversized sweats, khakis, flannel, basketball shorts, and light selvedge denim paired with statement sneakers. The pieces remind Manuel of a time when “cool” and “fashion” grew organically, and wasn’t dictated by media: “The only information you had access to was your closet,” he says. “You had to make it work somehow.” At the end of the film, we see the past and future of Manuel and Fear of God: an intimate shot of the man and his son walking through Sacramento beneath a violet sky.
