In 2017, Kenzo launched its La Collection Memento series to celebrate the history of Kenzo and its archives. Phase one took us back to Kenzo’s 1983 campaign (shot by Hans Feurer) using archival floral prints on updated silhouettes; phase two focused on denim and called upon “the quintessential queen of denim,” Britney Spears, while the third collection took maximalism to new heights with thick, bold stripes juxtaposed against tropical floral prints and the brand’s signature tiger motif. For La Collection Momento No. 4, Kenzo is taking us to the supermarket.
“For this collection we have decided to put the spotlight on some of the house’s most vivid and diverse prints and graphics. We celebrate Kenzo Takada’s fun and whimsical side. His consistent ability to bring a tongue and cheek attitude to the fashion world and most importantly his love for food and entertaining,” the brand explained.
In the La Collection Momento No. 4 campaign, models pose against a supersized Kenzo grocery bag and a giant blue shopping tote while holding colorful vegetables. The fourth collection works vibrant graphics of yellow and red tomatoes and airbrushed tiger images onto button-down shirts, shorts, and smock dresses. For the first time ever, Kenzo is also re-issuing its running tiger motif in gold and burgundy that appears on several shirts and shorts in the collection.
To present La Collection Momento, Kenzo took over the Halle des Blancs Manteaux in Paris, where attendees experienced a fashion show unlike any other. The guests’ seats twisted and moved in various directions as a group of models performed lively routines created by movement director and choreographer Paul Sadot and choreographer Nqobilé Danseur.
Continuing its see-now-buy-now format, Kenzo’s La Collection Momento No. 4 will officially launch on Thursday, February 28, following the Kenzo Paris Fashion Week presentation tonight. The new collection will only be available for four weeks on kenzo.com.