OAMC’s SS22 Campaign Focuses on What Matters The Most
Inspired by the work of Dieter Rams.
OAMC’s Spring/Summer 2022 campaign draws inspiration from the words of German industrial designer Dieter Rams, whose philosophy around focusing on simplicity and a less-is-more approach struck a chord with the label’s co-founder Luke Meier.
Initially showcased in June 2021, OAMC’s SS22 collection hones in on the feeling that “extra” is not needed as it shares its campaign, offering a closer look at seasonal garments from an alternative point of view.
The collection intends to elevate pieces through both material and appearance by using superior fabrics, trims, and techniques to create products that last. Tailoring is sharp, with single visible buttons, while outerwear is multi-pocketed, recalling military functionality.
True to Rams’ views on the application of color — “having small touches of color makes it more colorful than having the whole thing in color” — gray, green and pink are accompanied by more vibrant hues of yellow and red, as accessories and footwear round things out. Padded slides arrive atop shaped footbeds, as sturdy lug-sole boots come laceless with a waterproof zip side entry, rubberized toe and heel caps, and OAMC’s signature outsole clip.
Take a look at the full SS22 campaign in the slideshow above and shop the collection now via the OAMC webstore.
In other news, Jil Sander has dropped a pair of seamless hand-folded shoes.
