Pyer Moss Highlights the Black American Love Story in Collection 2 Campaign

A pop-up shop to commemorate the launch will open soon in NYC.

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Kerby Jean-Raymond of Pyer Moss has unveiled his long-awaited “Collection 2” with Reebok under his stirring “American, Also” campaign. The announcement follows behind a whirlwind of achievements for the creative director, including being named Pratt Institute’s Fashion Visionary Award honoree last month and winning the pinnacle CFDA/Vogue Fashion Fund prize in November.

In continuing with his theme of shedding light on the Black American experience, Jean-Raymond focuses on the “love story” for his latest installment. The imagery showcases his collection in settings that recall the spirit of “love” and “strength” for African-Americans. Portraits include that of a woman clad in one of the brand’s Derrick Adams-printed gowns while sitting regally in a hair salon, church mothers congregating joyously on the sidewalk and an unapologetically-affectionate couple gazing into each other’s eyes.

In addition to Adams’ watercolor-style illustrations, Pyer Moss’ signature geometric print is highlighted across several pieces, such as the standout anorak and track pant combo. The Experiment 3 collaboration with Reebok, including a dusty pink iteration of the style, holds down the footwear in the range.

Pyer Moss will also unveil a short film, “Seven Mothers,” with the launch on April 11. The seven-minute spot was created with Director X as a semi-autobiographical tribute to the seven women who helped raise Jean-Raymond after his mother’s passing.

“It was amazing working with Director X because unbeknownst to us our stories were so intertwined. He spent a good amount of time living in Brooklyn not far from where I grew up. As we spoke about the vision for Seven Mothers it was like talking to my long-lost Canadian cousin” said Jean-Raymond.

Pyer Moss Collection 2 will officially release to the public on Friday, April 12, with a pop-up shop in New York City. It will also be available the same day at select retailers and online at PyerMoss.com and Reebok.com.

For more from the New York-based label, catch up on HYPEBEAST’s digital cover with Jean-Raymond in conversation with Jerry Lorenzo.

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