The campaign was photographed by Lois Cohen, and highlights Mexico City’s ‘Salon de Fiestas’ – which are markets that only carry party supplies. The visuals feature a mix of male and female models outfitted in OBEY’s SS22 collection, highlighting embellished denim, ornate knitwear, a lilac T-shirt with pink floral-and-fairy detail mint green hoodies and tees.
Logo’d bucket hats, graphic caps, and jackets also make a front-and-center appearance in the campaign.
In a statement, the brand emphasizes the importance of connectedness, stating: “Parties feel slightly awkward, due to restrictions and people taking the feeling of isolation and loneliness to the occasion. This contradiction, Lois beautifully captured in her OBEY campaign.”
“Life is all about putting cherries on top of its sadness,” it added.
OBEY’s complete SS22 collection and new campaign can be viewed on the brand’s website.
Elsewhere in fashion, Tom Ford’s FW22 collection highlighted a nostalgic luxe for menswear.