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Brand: A.P.C.

Season: Winter 2017 Hiver ’87

Key Pieces: Long coat, denim jeans, branded crewneck

Editor’s Notes: As part of their 30th anniversary celebrations, French label A.P.C. unveils its Hiver ’87 capsule that pays homage to the brand’s first collection — featuring a number of popular silhouettes, accessories and prints from the past 30 years.

As expressed by founder Jean Touitou, “Thirty years; you go, you run, you breathe, you keep running. And, suddenly thirty years of your own history has been written. Even though I do sincerely have disdain for the use of a brand’s anniversary as a business tool, I could not just stand still and say ‘yes, sure, thirty years, so what’ – I seriously couldn’t do that.

One could be a rebel up to a certain limit, this is why we decided to label quite some pieces of Winter 2017 collection with the first label used by A.P.C. thirty years ago, which read: Hiver ’87. Meaning, screw branding. We live in a world in which the past has no future, even the future has no future. It’s only about liking or disliking immediacy.

In this environment, one needs to pay homage to one’s own history since there is quite a good amount of consistency in it, and this consistency never meant immobility.

I am proud of this history since we managed to remain relevant, even if sometimes boring. I am actually even proud of this boring factor, since it had so many different aspects along the time.

This label; Hiver ’87, is not going to scream anniversary, but is going to mean it.”

Shop the entire collection at A.P.C. flagship locations worldwide and online starting Thursday, July 13, 2017.

In other fashion news, H&M Studio taps colette for an exclusive Fall collection.

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