The end of the year always evokes moments of reflection as we look back at the past 12 months. London-based unisex lifestyle brand iets frans… launches its Boxing Day collection by posing the question “what if?” The brand’s latest campaign asks how can self-expression and freedom could be explored through the medium of colorways and distinctive style.
A sequel to its floral-inspired 2019 campaign, this lookbook’s creative direction sees the tonal concept come to life through playful sticker artworks and individual sticker packs. The assets feature signature colorways and graphics to amplify the imagery and hone in on the ‘wear it your way’ brand message.
The new range updates its staple two-piece jersey tracksuits in soft buttermilk and brown iterations, contrasted with bold and bright green and violet velour. The offering is rounded off with argyle knits in leopard and diamond prints in complementary colorways. Sticker packs will be gifted with every purchase online from Boxing Day and in the iets frans… Carnaby street store from 4th Jan.
Since its inception in 2017 Michael Taylor, Head of Buying at iets frans…explains, “by listening to our global community, we have seen a continued desire for self-expression. iets frans oversized sweats and go-anywhere streetwear allow our audience to be unconstrained and themselves. We will be focusing our efforts on expanding the collection to offer new technical iterations with a few exciting projects along the way.”