Ashley Munns knows all too well the electrifying energy that pulsates in amusement parks. The Creative Director She grew up in Florida, home of Disneyworld, that metallic, adrenaline-pumping universe in which she spent many of her childhood summers. Trapped in the rhythm of each one of the attractions: the curves, the turns, the speed, the free fall… Bewitched by the unleashed screams, the nervous laughter and all those disjointed faces and long hair of those who set foot on land again without knowing very much. well what just happened. Because all that euphoria and hubbub is in the new world that she and her partner, the British photographer Grant James-Thomas, have built for the new BIMBA Y LOLA campaign. Who said that a photo was a frozen moment?
In this new installment of The Garden Clubthe creative duo transports us to this vibrant Eden retro tech, a garden full of colorful attractions and booths with psychedelic lights and sausages that live in any of our memories. With one exception: here you don’t have to stretch slightly to gain height and cross the barrier – could it be considered the first adult rite of passage? – we have direct access and pockets full of chips to try everything: cut the wind on the chairs balloons, breaking the rules in bumper cars or going flying with a handful of balloons. But, above all, BIMBA Y LOLA invites us to go outdoors in a campaign that, in stylistic terms, is a breath of fresh air.
In the same way that Ashley Munns and Grant James-Thomas were in charge of putting the firm’s first Pocket fanny pack in context in a summer of Olympic spirit -fashion needs both the person and the space to be more than just clothes-, the The true protagonist of this new adventure is the latest silhouette in the line: the new Tote Pocket Bag. A bag with precise measurements that combines the utilitarian sense of its already iconic pockets with the irreverent and sarcastic aesthetic of the Galician firm, reinventing itself in different fabrics, vibrant colors and animal prints or urban lines. In other words: a 24-hour ally that not only fits everything we need in our day to day, it is a chameleonic bag with the ability to accompany us in our routine and to remind us that it is also necessary to escape from it. Fairs, parks, nightclubs… any context suits him well.
With a campaign with echoes to kids and adventure landBIMBA Y LOLA presents us with a collection of codes college and naturalist that challenges us to evade and intermix all limits (gravity included) to return, simply, to having fun with clothes. Like kids. Ties, shirts and loafers shake off all the institutional formality to jump into the street, intermingling with jeans and joggers of generous measurements and jackets and tops that hug the body and reveal the skin.
Nature sprouts wild in the garments: flowers, of all species and colors, tint a proposal starring delicate patterns that fall on the body like a cloak and natural fabrics such as silk, wool and velvet. The brand has even brought dignity back to insects, with a bold and colorful selection of jewelery brimming with lysergic beetles and good luck ladybugs. It only remains to decide if we are ready to embark on this trip. The tools (and the Tote Pocket Bag) we already have it.
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