They turn to the past to understand the mistakes made by humanity, and they always do it by projecting into the future. Detached from value judgments and limiting categories, the brand understands the purchasing act of the younger generations as a declared expression of their concerns and needs. The combative and optimistic message behind their garments is an urgent call to action. A call that they already warned about in their first collection, L’Appel.
Catching the photographers’ attention outside Palais de Tokyo during some of the most coveted shows of Paris Fashion Week is not an easy task. Those responsible for graphic testimony at these events must make a difficult decision taking into consideration multiple criteria: portray the most moving and inspiring characters, or opt instead for world-renowned style leaders. An arduous internal debate between the naturalness and the diffusion of the snapshots. So how did Egonlab get the interest of each and every one of those present? Resorting to authenticity. They turned their grandparents into their best ambassadors, walking through the epicentre of Parisian fashion wearing their clothes. A creative and unusual formula that already hinted at that time their interest in establishing bridges between different eras. “Learn from the past, live in the present and build our future.”
Aware of the need to connect with new generations through a shared discourse, the creative duo dedicates much of their time to analyzing works of art from different times, to later adapt their motifs and messages to the present. Their latest collection, presented virtually during the last Paris Fashion Week, is testimony to that. An action proving that more than a fashion brand, Egonlab is a true creative laboratory.