What with the current sociopolitical climate, SS18 saw Liam Hodges thinking a lot about the idea of “noise”. The fuzz of pirate radio, the thrash of hardcore punk and the frustrated scream of today’s youth; think back to his Unveiled Tomorrows SS18 collection and those vexing reverberations still ring out.
Expanding this bold vision, now comes a new campaign video (Hodges’ first ever), directed by poet and long-term collaborator Hector Aponysus – watch below.
“For me it was about a kind of youthful resistance,” says Aponysus, “It’s essentially responding to all that institutional polish and shimmer and trying to prioritise something a bit more real.”
Filmed on a London car park – near Hodges’ new Docklands studio and just over the road from a factory where the designer produced his first run of tees – and bringing back the boys who walked the SS18 show, there’s a running sense of idenity and realness that feeds directly into the designer’s ethos.”It was really an extension of the collection and the conversation we were having around that,” Hodges tells us. “Constantly touching base back and forth about the brand meant it was quite fluid and organic for Hector to put the essence of the collection into a treatment.”
“We always want to present a modern take on the idea of aspirational.” – Liam Hodges
Shop Liam Hodges SS18 here.