OAMC Shares '90s Grunge-Inspired FW19 Campaign

Relaxed tailoring, latex gloves and medical-inspired sneakers.

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Following the release of a military jacket in collaboration with Supreme, OAMC has just shared its Fall/Winter 2019 campaign, featuring looks originally seen on Dev Hynes in a campaign done with adidas.

OAMC founding partner Luke Meier, alongside his wife Lucie, are both currently creative directors of Jil Sander, while Luke was previously also the design director of Supreme. To create OAMC’s Fall/Winter 2019 collection, the designer decided to tap into ’90s nostalgia and contemporary art references to create a collection personal to his background. Nods to the past, such as relaxed tailoring reminiscent of cultural icons from the Pacific Northwest in the early ’90s (think Kurt Cobain) are paired with tight latex gloves of matching patterns and various shoes developed in partnership with adidas Originals. The latex gloves, clean footwear and palette predominately comprised of grey, green and blue all reference medical equipment and environments – a design ethos OAMC refers to as “surgical purity.” OAMC also notes American visual artist and filmmaker Matthew Barney’s The Cremaster Cycle film series as a major inspiration for both the collection and campaign.

Along with the campaign, OAMC has announced a partnership with artist Daniel Johnson’s Hi, How Are You? Project charity, which helps fight mental health issues through funding and creating media content and events. More on this partnership will be revealed by the brand soon.

View OAMC’s Fall/Winter 2019 campaign above, and expect an online release on the brand’s website sometime in the near future. While you wait, check out our recap of Prague’s Spring/Summer 2020 Fashion Week.

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