It’s weird. I’ve been getting emails from ‘G.KERO‘, a brand that I’ve never heard of or had any contact with as far as I know. I don’t know how they got my email address, whether it was because I went to one Paris Men’s Fashion Week one time and they got it then, or if it’s by accident. The emails are press/media release type things, but don’t include anything in the body of the email. For example, yesterday I received this email from them, with the subject line: ‘[worldpress] G.KERO Spring Summer 2015 Collection’. A lookbook was attached and that was all (aside from the email signature, which included a Paris address). No explanation, nothing. Usually I just flag those kinds of emails to deal with later or just delete them but for some reason I was curious to see what it was all about right then and there.
I had a flick through the lookbook and firstly thought how interesting the model looked, and secondly how much the clothes weren’t so much anything I would buy for myself, but how cool they looked in the lookbook. (Shot of parrot skirt on the girl on the boat, I wouldn’t wear it but she looks so carefree that I just MIGHT). Branding is so interesting to me. The whole idea that a someone can take something you generally wouldn’t like, and present in such a way that your opinion is swayed, is fascinating. I don’t know how many times I would’ve passed a trend off as stupid and then seen it in an editorial and decided it wasn’t so bad after all. Or does that just mean I’m flighty with my opinions? Either way I think maybe I should’ve studied branding and psychology and sociology because it’s all so riveting to me. (While we’re on the topic, I feel the same way about ‘attractiveness’ of people. How interesting is it that you often find people more attractive the more you see them? Celebrities, for example. The familiarity aspect plays such a big part of whether you think someone is beautiful or hot or not. SO INTERESTING!)
Anyway, so I did a quick internet search and G.KERO is the creative baby of Marguerite Bartherotte, an artist who (as far as I can gather) comes up with prints for tees and other items of clothing. I know you’re thinking this is just another printed tee brand but just take a look at the lookbook (the rest is below the cut*). It makes printed basics look good. I wish they had mad it apparent who styled and shot it (and who the model is) because I’d like to see more of what they’ve done. Great summery vibe. Enjoy.