Per Götesson Slashes Everything
Per Gotesson is all about reflecting and establishing a new order with his latest capsule release. Seeking to subvert the consumerism and hyper masculinity still embedded in society the collection gives new life to the pre-worn pieces in our wardrobes that are often overlooked.
Hand crafted in Per’s London studio, the ‘Slashes Everything’ collection features designs from across pop culture, reconfiguring logos and designs to establish new meaning and imbuing them with a new sensuality. The pieces’ deconstructed, reconstructed form simultaneously display strength in their message with a sense of fragility in their design. Sourced from preloved tees across London the considered collection encapsulates the designers’ positive environmental approach to fashion.
Community and sustainability are at the heart of the Per Gotesson brand. The designer is renowned for his continued use of repurposed material with the brand’s accessories created in collaboration with Per’s long time partner Husam El Odeh. The designers works are instilled with a respect for heritage, tradition and belonging whilst embracing the transformational power of new technology and approaches to design. With projects like Per’s SYNC residency at ShowStudio in conjunction with Digitoile, the designer continues to push the boundaries of contemporay fashion design and explore its potential as part of the digital world.
The ‘Slashes Everything’ campaign imagery is representative of the cross-section of collaborators who work with the designer; Loshh, a multi-genre musician, and Luca, a designer at CSM. This transformative approach asks us to reflect on the way we consume and view fashion, an exploration of the beauty that can be found not just the new but in what we already own.
Tees are available on the Per Gotesson website.
Find your favourite piece here:
Credits:
Creative Direction - Per Götesson
Photography - Seif-Ali Umaar
Styling - Callum Baylis
Talent - Loshh, Luca Reuben
Photography Assistants - Nazareth Katō, Iysa Efayena-Clarke
Studio Team - Oliver Philips, Donghan Li, Oleg Ratnikov, Euan Mcdonach, Andréas Kristof, Emil Sumouskij, Cheer Qier Zhu