Its adidas Golf collaboration serves as the basis for a theory about wealth, happiness, fame, and success.
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Yesterday, Hypebeast exclusively revealed Georges Wendell‘s collaboration with adidas Golf. It’s gone on to break the Internet, kickstarting Paris Fashion Week off with a capsule collection that broke down sporting and sartorial rules by blending the very different worlds together under Pierre Kaczmarek‘s creative direction.
Now, Georges Wendell presents its full Spring/Summer 2024 collection, which is inspired by golf as a concept, not just a sport. Specifically, the collection aims to highlight the struggles of fame — challenging “conventional ideas of fame, success, and social status, using golf as a metaphor. Beyond the sport itself, it examines how golf can serve as a societal symbol and superficial facade,” per the brand itself.
As a result, the collection is tongue-in-cheek, self-deprecating, and evokes a sense of luxury today — which is ironically not all that luxurious. For example, a dress is made using a €500 EUR print, as if one is showing off their obscene wealth, while butterfly brooches on their boyfriend’s blazer (which has been cropped using the brand’s signature W-shaped accent) are made from actual currency notes, just to run the money home that bit more.
An adidas Golf shirt is accented with a tie, but this tie is also given the W-cut treatment. As a result, it looks purposely unkempt and unprofessional; a businessman is on his way to the golf course after a hard day of not working too hard at all.
Playfulness aside, this is a collection of quite serious fashionable statements. The jackets are oversized, men are wearing silky skirts, collars are strong and cut with more W shapes, and the monogram pajamas with exposed underpants are bang-on-trend.