To celebrate its launch in Madrid, the brand took over the top three floors of one of Gran Via’s highest buildings to throw a penthouse party. Decorated to resemble Justin’s own flat, the venue was equipped with a bed, musical instruments and a recording studio and a killer view. Guests who arrived early got to witness a quieter press preview of the collection with a unique 360-degree backdrop view of the Madrid sunset. Quickly after, photographer Gerard Estadella (@icanteachyou) and Pascal Moscheni kicked off the party by playing some of the signers biggest hits.
For the collection, Justin worked alongside the brand’s design team to rework and give a modern twist to some of their most classic and iconic pieces by mixing colours, patterns and silhouettes. The result is an instantly wearable set of garments where both the singer’s style and the brand’s aesthetic are mixed effortlessly. Check patterned and laser-printed camouflage jackets were customised with hoods. And the brand new denim fit, the 501® Slim Taper, was created inspired by the way the singer wears his jeans.