Aiming to continue his disruption of the fashion industry’s aesthetics and practices, Shayne Oliver of Hood By Air recently presented a capsule collection, dubbed “Hallways,” that was made available for pre-ordering in real time.
Shown in Los Angeles during MADE LA, the collection was presented via a virtual runway show that took stage on a mountain of sand while being live-streamed online. The offerings largely consisted of items from Hood By Air’s classic collection, including essential, graphic pieces that draw more from streetwear, as opposed to the brand’s couture-tilted gear that we’ve seen at recent fashion week presentations.
During a conversation with Vogue, Shayne noted “I would rather create my own way of speaking to my customer as opposed to being a part of fashion’s reformation of itself. To me, that has to do with markets and things that aren’t what my focus is. I’m not worried about a market. I’m worried about my market and my person…It’s great that conversation is happening, but I would feel really bad if I was just accommodating the fashion industry as opposed to the people who are actually following what I’m doing or care about what I do personally.”
Pre-order HBA’s “Hallways” line here and check out the collection’s fashion film below.
Now check out more of our ongoing coverage from Fashion Week SS17.
- Photography: Nathan Groff / Highsnobiety.com