Liam Gallagher's Pretty Green Label has teamed up with British New Gen designer and previous Kanye West collaborator Katie Eary, as they take inspiration from the brands signature paisley print and Irvine Welsh's book 'The Acid House', to create a psychedelic collection for SS18.
The sixteen-piece collection sees the return of classic silhouettes, such as the Parka Jacket and Bucket Hat, which have often featured in both parties’ previous collections – these have been given updated looks with eye-popping Toria Dragonfly prints and co-branded detailing.
When asked about her initial inspiration behind the print, Eary said, “The brief for the project was for me to create a version of an existing Pretty Green print. In this case the paisley, so I chose Irvine Welsh’s book Acid House as inspiration and decided I wanted to incorporate animals and something dark".
The result is two repeat patterns featuring Blue bottle flies in green and blue. "I’d been wanted to work with the brand for several seasons and it was an exciting creative relationship between myself and the team at PrettyGreen, it was exciting to execute my prints through their brand vision.”
To celebrate the launch and to re-instate their heritage of supporting up and coming talent, Pretty Green linked up with model and rising British Indie muscian Bakar and Photographer Sophie Jones, who shot the campaign imagery and video content.
Check out the video clip below, or head over to the Pretty Green website to shop the collection now.
Lewis Munro is Mixmag's Digital Fashion Editor, You'll often seem him donning a Pretty Green. follow him on Twitter