Thursday, 25 October 2007

A.P.C. - Lookbook Fall 2007

Yesterday I came across this A.P.C. (Atelier de Production et de Création) look-book featuring Camille Bidault-Waddington. I like their clothes for being basic and pure still having this "cool something".
The whole campaign reminds me of the 70th's, especially in the look book, old-fashioned in a positive way.
A.P.C. is also a label which isn't about consumerism, even if it is hard to do fashion without. In the golden age of capitalism it extraordinary to do nearly zero marketing. Individuality and quality are most important for Jean Touitou, founder of A.P.C.

After having had a look at the Fall/Winter 2007 look book I decided to make my way to rue Madame this week-end. A good alternative to buy A.P.C. bargains is their boutique on rue Fleurus where you can buy former collections.
All boutiques have in common that they do not only sell fashion but also present products of new artists be it music, photography or else.

45 r Madame
75006 PARIS

4 Rue de Fleurus
75006 PARIS

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