JORDANLUCA SS23 Does Like to Be Beside the Seaside

Jordan Bowen and Luca Marchetto of JORDANLUCA took the Spring/Summer 2023 season with full force, displaying what many called the duo’s greatest work to date. The collection, titled “SABOTAGE,” looked at the self-destructive nature of humans with zips reminiscing scars, rips and frays on denim, and heavy amounts of distressing tucked into the finest of details. Now, all this and more comes to life in JORDANLUCA’s SS23 campaign, shot in Southend with the British seaside town’s pier in the background.

Why? Because “lured by pleasure like a moth to a flame,” the designers wanted to explore how we are drawn to all things shiny and magical, like a magpie. Simply put by the brand itself, it reflects upon “our much too human attraction to dangerous pleasures. Like the moth, we are no less immune to the call of bright lights and the promise of endless pleasures and entertainment.”

The stark contrast between the allure of the seaside and JORDANLUCA’s roughened aesthetic only highlights the clothing more. For example, a trench coat stands with power as its shoulders cut left and right with razor-sharp appeal, while camp ringer T-shirts adorned with rainbows, skeleton hands and a globe reading “The Future Is Yours” is another nod to subverting human nature and dreamlike scenarios.

Drawing focus on the clothing once more, we find brand signatures like a rose thorn necklace in silver, a knitted dress woven with spider web detailing, a horsehair jacket that’s shaved (reminding us of riding a donkey on the beach), and plenty of hidden Union Jack references, printed and ripped into denim jackets and pants.

JORDANLUCA’s SS23 collection can be seen in the campaign above, while much of the seasonal range is available to buy online now.

Elsewhere, here are eight drops that you don’t want to miss this week.

Click here to view full gallery at Hypebeast

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