A First Look at the Billionaire Boys Club EU 2017 Fall/Winter Lookbook
In collaboration with Night Lovell.
Flying on a familiar Billionaire Boys Club trajectory, with aerospace-themed photography and galactic prints taking pride of place, the brand’s 2017 fall/winter collection is both a further refinement and considerable development of its signature aesthetic. Drawing on a long running obsession with NASA, designs across the collection feature everything from pre-mission photography to complex technical equipment such as the Hollow Cathode Assembly power processing units used in the plasma generators powering the International Space Station. The drop features a full selection of products — taking in T-shirts, military-influenced jackets, down quilted outerwear, oversized fleeces and space-camo jersey — with standout pieces including a reflective hooded jacket and an all-over galaxy print puffa jacket with matching pants.
Where the collection deviates from the norm, however, is in the jarring starkness of its accompanying imagery. Contrasting heavily with the bold prints and colors of the products, the lookbook — a global collaboration lead by Night Lovell and produced in Moscow by Kixbox — presents a White Cube-esque aesthetic where the pieces are given room to breath, but which simultaneously creates a powerfully disorientating effect. You can take a look at the shots above, and cop the collection now from the newly refitted Billionaire Boys Club store in London’s Soho.
Billionaire Boys Club
36 Marshall St,
Carnaby,
London
W1F 7EY
