Parfois' new FW18/19 campaign has arrived to get us ready for the cold and grey days ahead.
The “Iconic” concept takes inspiration from the 80s, a decade which stands out for giving rise to some huge, timeless icons. It was also around this time that we saw a paradigm shift: design began to override function and aesthetics changed. Lines and colour gained prominence back then, and we've selected a fitting backdrop for this campaign: Chelas, a peripheral neighbourhood of Lisbon, Portugal.
But the truth is that both fashion and society is full of nostalgia, and there has always been a rejection of anything new, of change, and a difficulty to accept the future which is fast becoming the present. Because of this, Parfois' autumn/winter campaign shows a woman who is curious and interested to explore and observe everything around her, reflecting this onto the world in which she was born and lives, and the critiques and obstacles that previous generations and modern society have put in her way.
During this reflection, Jamilla Hoogenboom absorbs these critiques and transforms them into something new. And it is from this that Iconic is born, a campaign which seeks to show that every one of us can be an icon, regardless of how, where and why. This woman is affirming, little by little, that this is her world and her time, no questions asked, and it is with this strong attitude that she has become influential. Jamilla is moving towards the future, towards change, and is totally indifferent to what's behind her, and attracts her peers, who, by following her, are raising her to iconic status.
Parfois' selection for the new season are also about standing out. Vichy and tartan are back with a vengeance and you can find them on purses, scarves and clothes. Animal prints, such as cow, leopard and snake, breathe life into shoes and purses and are paired with metallic or suede details. This collection is all about mixing styles: pleated skirts worn with belt-bags and trainers with statement jewellery. The Total Looks are still key and the colour palette is varied: khaki, mustard yellow, burgundy, black, fuchsia and blue come together to bring brightness to grey days.
This autumn/winter, Parfois is showing that we can stand out every single day, with a very simple attitude. Iconic comes from a new interpretation of the "icon" concept, giving it a new meaning and scale, showing that it is not size that makes someone an icon, it is their authenticity, their influence, their ability to create turning points in their life, and, ultimately, in the lives of others.
The Parfois Fall-Winter '18/19 collection is as of now available online and in stores.
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Parfois is een toonaangevend Portugees fashion accessoire merk voor vrouwen. Parfois’ missie: het creëren van onweerstaanbare fashion accessoires met een hoge ‘want’ factor.
Parfois biedt de klant een uniek concept: een wekelijks, geactualiseerd assortiment aan accessoires (tassen, sieraden, shawls, schoenen, etc) en limited edition collecties gebaseerd op de laatste catwalk trends. En dit alles voor vriendelijke prijzen. Inmiddels heeft Parfois meer dan 700 winkels in 55 landen. In Nederland zijn stores geopend In Eindhoven, Utrecht, Rotterdam, Amstelveen, Den Haag, Zwolle, Amsterdam en binnenkort in Den Bosch en Maastricht.