The campaign stars American influencer Claudia Sulewski in Paris. Photo credit: Patou
LVMH-owned luxury label Patou is melding Parisian flair with Japanese know-how.
Patou and Japanese sports brand Onitsuka Tiger are commemorating the latter’s 75th anniversary with an exclusive capsule collection sold online and in-store in Tokyo, Seoul, Shanghai, Paris, Milan and more. An immersive pop-up in London accompanies the launch, which includes apparel and three shoe styles.
Feminine, fun and flirty
The campaign for the Patou and Onitsuka Tiger collection features American influencer and YouTuber Claudia Sulewski and includes a mix of still imagery and video footage.
Ms. Sulewski can be seen traipsing around a cloudy Paris. The styling mixes romantic details with technical cuts. For example, Ms. Sulewski dons loose-fitting denim with a white tee and bows in her hair.
A short black skirt is paired with an embellished white button-down and oversized headband. All of the looks are worn with the exclusive sneakers, which come in white, black and pink colorways.
For the campaign, Patou’s French creative director Guillaume Henry worked with British stylist Julia Sarr-Jamois and American photographer Ellen Fedors.
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Teenage dreams
To celebrate the collection, Onitsuka Tiger is hosting a pop-up experience at their Regent Street location in London.
The immersive instillation transports visitors to the imagined apartment of two teenagers, one from Paris and one from Tokyo, who are living together and blending their cultures. The pink apartment space includes a bedroom with stuffed animals and a vanity desk surrounded by Post-it notes plus magazines in both Japanese and French.
The collaboration includes ballet flats and two shoe styles. Photo credit: Patou
The collection includes a ballet flat, boots and a reimagined Mexico 66. The latter receives the Patou treatment with a pink and black colorway. In addition, the grosgrain-adorned lines are a nod to Patou’s style codes. The sneaker brand’s tiger logo is re-envisioned as a removable charm that also features Patou’s name.
The uni-sex apparel includes hoodies with ribbon detailing, t-shirts and cropped tees with ruffled sleeves. All of the apparel is available in black, white and pink.
This collaboration between Patou and Onitsuka Tiger comes after a year of lucrative luxury sneaker collaborations (see story).
In December, Patou unveiled its first boutique within French department store Galeries Lafayette’s Haussmann location (see story).