Not too long ago, the uncertainty imposed by the COVID-19 Delta variant made it hard to be 100 percent certain that New York Fashion Week would go unaffected. Instead of waiting to find out, L’agence took action and developed a digital presentation of its Spring 22 collection.
“The benefits go way beyond New york,” L’agence creative director Jeff Rudes tells Angeleno. “We had so much use out of it for more markets letting customers see it.”
Entitled Champ de Fleurs, the Spring 22 collection video unveils the fluid nature of many of its pieces. Young women grace the floral-lined runway in crushed velvet suits in springtime-friendly colors and silk gowns that range from chartreuse to cobalt blue.
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With Rudes at the helm as creative director, Jacopo Moschin served as show director. Other credits include Billy Schaedler and Peter Matteliano as lead hair artists, Britton Litow as collection stylist and New York Make-Up Academy as makeup sponsor, which was led by Claire Perez. Flowers came from Popup Florist in New York City, which were later donated to Lennox Hill Hospital for the enjoyment of staff and patients.
L’agence’s Spring 22 collection adheres to the brand’s reputation of producing elevated closet staples that effuse West Coast attitude and Parisian flair. Focusing on the female form and silhouettes, the bold and bright colors portray a crucial sense of optimism and euphoria in a world so chaotic and dreary. The collection also features signature denim styles with a refreshing twist on patchwork, double-breasted blazers and suits in neon green, stark lilac and bright salmon.
“What she’s buying today is a little bit more of the staple, not of the season,” Rudes explains about their targeted customer. “Even though these are brights, you might buy a bright tweed fuschia blazer [and] you’ll go back to it within a few years.”
Rudes adds that the collection is partly a response to being home too much in sweatpants. It brings together the comfort of easy wear and polish of dressing up.
“A year of anything— it’s like, give me something new,” Rudes says.
Looking at denim, Rudes does not foresee a monolithic trend. It’s all about variety.
“She’ll buy a skinny [jean] now and then mauve three weeks later go, ‘oh my god look at that slim boot that’s raw cut on the bottom. I love that. It looks great with my boots,’” he says. “It’s got to fit right. It’s got to be the right silhouette, but when it’s right, variety’s wide.”
Ultimately, Champ de Fleur— like L’agencé overall— is all about elevating classics in a daring manner.
“The message we’re saying to our customer is keep it simple and have it be about you,” Rudes says. Create the girl, create the woman. That’s from head to toe.”
See also: Kathryn Brolin on Developing Midheaven Into a Brand for all Women
Photography by: Courtesy L'agence
