I Love Ugly Releases Model-less July Campaign
Image: I Love Ugly.
Despite the many famous faces who wear the menswear label’s minimalist designs—Nick Wooster, Diplo, and Kanye West among them—New Zealand-based street-wear brand I Love Ugly decides to let its clothes stand on its own in a new model-less editorial, following the 2014 opening of its first ever United States location in West Hollywood, Los Angeles. Debuting its July collection, the prints announce the release of the popular Extended Bomber Jacket in a wool blend fabric, a new Quarter Sleeve Jersey in an athletic mesh, and a range of low-hanging Edo Pants that feature color and denim variations for a line that is risk-taking without cluttering the pragmatic aesthetic. The campaign follows the art-collecting origins of the brand by presenting the modernly austere collection amidst a barren, understated world of finite lines and clean exposed space, draping the street-ready pieces over furniture from New Zealand designers Simon James and Tim Webber. The stark contrasting colors beg the viewer to juxtapose the physicality of the furniture onto the adaptability of the clothes – a fresh departure from the icon-heavy campaigns of today.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
Image: I Love Ugly.
