2000 ARCHIVES X JADED LONDON

WINNER! She’s a star. With a playful and expressive nature at the centre of both brands, we joined forces with Korean-based brand 2000Archives to deliver a 10-piece capsule collection. The range unites and encapsulates each brands point of view through graphics, colour, silhouettes and fabrication with their synonymous 2024 take on Y2K references. Airbrush jeans, pleated mini skirts, a low-rise velour tracksuit and a skimpy football kit are at the heart of the collection.

CREATIVE TEAM

Photographer @alygunawan
Creative and production @ginimisselbrook @katiescotts @mimoradguy
Talent @vvakaste
Styling @sushiandbaklava
Lighting director @guyisherwood
Digi op @lisabennettinsta
2nd assistant @dylan__massara
Social assistant @Waleria7p
Hair @chrisscrossedd
Makeup @gracemariaellington
Nails @kattkatana

[VIDEO]
DOP - @tobyleary
2nd AC - @heather.vvang
Trainee - @jgrvisuals
Gaffer - @tomthain_
Spark - @matthewedge_b

The collection is a tongue-in-cheek, playful take on sports kits and culture; with a graphic story and heavy branding combining current and vintage sportswear references. The capsule re-imagines 2000Archives seminal football jerseys with both a ‘home’ and ‘away’ top representing each brand and also features a collaborative update to Jaded Londons viral velour tracksuit. A co-branded football scarf has been transformed into a 3-in-1 reversible backless halter top-come-scarf, perfectly embodying the spirit of the collaboration.

With the collection embedded with sport inspired details and busy graphics, it seamlessly lent itself to a spirited track & field inspired campaign. We bought Alessia [@alygunawan] on board to shoot the campaign due to her immense ability to capture motion and movement which aligned with our direction entirely. With both brands having a loud and eclectic aesthetic, it was very important for us to embody this blueprint through styling and blend it into match day chaos.