FEAR OF GOD THE ETERNAL COLLECTION
The ethos, intent and legacy of Jerry Lorenzo’s contemporary luxury fashion house have become increasingly defined.
Images via Fear of God
The allure of many conventional luxury fashion houses is often predicated on the familiarity consumers have come to expect across core products, seasonal collections and, generally speaking, the features, patterns and proportions historically embedded within their brand identities. Enter Fear of God, a brand that effortlessly bucks tradition – it does not, for example, subscribe to operating norms devoutly followed by its category peers, including fashion week exhibitions or the release of seasonal-specific collections – while masterfully generating consistent intrigue and mystique among its long time followers. The once upstart luxury fashion house founded by Los Angeles-based Jerry Lorenzo has undeniably matured and, in doing so, executed a gradual (yet, arguably timely and welcome) departure from high end streetwear in favor of silhouettes, materials, tones and functionality commonly evoked by far more established labels.
This week, Fear of God released an online overview, film and lookbook showcasing “The Eternal Collection”. The introduction of The Eternal Collection is significant for myriad reasons, not the least of which is its indication that Fear of God is comfortable shifting away from numbered collections, if only in this instance. It also marks a growing sense of conviction in the lens through which it views the solutions sfforded to its customers. Circa 2017, Lorenzo touted a “punk white kid that represented this grunge culture in high school that I wasn’t necessarily ever a part of” as his initial design inspiration; today, it’s safe to say that he is far removed from the vision that utilized that character as its muse. Fear of God’s earliest collections undeniably garnered an almost cult-like following and gained traction among high profile entertainers, celebrities and athletes during their era. While the magnitude of success achieved during the brand’s infancy infinitely boosted its visibility, The Eternal Collection signals a dramatic landing on timeless pieces that are as wearable as they are elegant.
Crafted in Italy, The Eternal Collection is largely comprised of unisex crewneck t-shirts, sweaters, sweatshirts, hoodies, blazers, suits, overcoats, trousers, sweatpants, shoes, a touch of denim and accessories, all of which were staples of Seventh Collection, the most recently released Fear of God collection. Neutral tones, oversized proportions and relaxed cuts are conspicuous throughout most pieces. True to form, emphasis was placed on comfort, elevated casual and minimal branding, each of which have surfaced as key themes since the introduction of Sixth Collection. Along with being intimately in tune with his customer’s needs, Lorenzo appears to be aware that his customer is not only growing up, but also opting for perpetual elements of style over gimmicks and modern hype-influenced trends.
Discover Fear of God The Eternal Collection upon its launch at fearofgod.com and select retailers worldwide.
