Wednesday, 23 October 2019, saw the launch of up and coming French menswear brand Boramy Viguier’s A/W 19 capsule collection with Brownsfashion. The collection, available exclusively through Browns, was born through a mutual appreciation between the multi-brand retailer and Boramy Viguier’s namesake label.
Walking into the launch, guests were greeted with floor to wall posters showing The Tarot of Marseilles inspired campaign images. Garments from the collection were hung from metal chains hanging from the warehouse's roof and lit by groups of wax candles housed on the floor. As well as the hanging elements, old TV units were dotted around the space showing a series of four films celebrating the collection.
The campaign videos were created by filmmaker Samuel Rixon and included quotes from Austrian psychiatrist Viktor E Frankl, low-fi shots of graveyards, rolling waves and power-plants. One clip featured a point of view shot of a man stuffing a breadroll full of cheese before placing it in the toaster accompanied by eerie music to evoke feelings of unease. As well as showing campaign images and videos there was a live DJ mix by French based producer MOYŌ and drinks provided by Asahi and Don Papa Rum.
Speaking at the event, Viguier explained how the A/W 19 collection was ‘very much inspired by military wear. The clothes are defining a whole wardrobe. From coat to trousers.' Known for its marriage of luxe and tech, Boramy Viguier's Garments feature the signature tarot card patch detail in the militaria inspired items. Explaining the use of the tarot card motif Viguier said, ‘I wanted those garments to carry sacred imagery, esoteric symbols. I like the languages of mysticism.'
Despite the spiritual elements, functionality is important for Boramy Viguier. The idea of classic menswear pieces juxtaposed with occult references is key for Viguier who’s idea was to ‘ translate those values with modern techniques and functional garments. I like the idea that it is from the closet of a modern crusader of some sort, with a strong spiritual value.’
Brownsfashion x Boramy Viguier A/W 19 is available online via www.brownsfashion.com and in selected Brownsfashion stores.