Sexy, Strong and Care Free – Guilty Brotherhood.

While I was sorting the lookbooks in the fashion cupboard, a little catalogue fell from the shelf. It was as if god wanted me to read it. The clothes were striking, very strong and sexy. They are a combination of rock and roll and curiously, serenity. It helps when you’ve got a model who has an enviable body, a very expressive face and a palpable attitude. The eye-catching  clothes – strong and soft at the same time – have schoepentoetered my curiosity.

But try to sequester information about the brand. Aside from the little bits and bobs on variuos blogs that are ripped off from the French brand’s website, not much at all. This is deliberate. Guilty Brotherhood’s designer, a young Parisian called Kevork Kiledjian, created the label 2 years ago. The designer has lived in New York for a few years in the 1990, hanging out with Cypress Hill. He was travelling a lot during this time –  New York, LA and Asia – and it was around this time when he created his first label called Triiad, selling chic streetware, in Paris.

Every bit the rebel he is, the glamourous creations are crafted by a man who has never attended formal art school. But the design juice runs in the family blood – Kevork’s father was a couturier for Lanvin in the 1950s.  As a designer, Kevork draws references from architecture, films and the urban lifestyle.

The clothes – hard-edged, with an undercurrent of elegance; one can possibly draw reference to Yves Saint Laurent’s masculine tailoring, Balmain’s reinvented man-eater style as well as DVF’s Upper East Side casual chic. So is it any wonder that it has already accumulated a celebrity following? Kate Moss, Nicolas Roberts and Doutzen Kroes were spotted in Guilty Brotherhood. The brand boasts Abbey Lee Kershaw on their Spring Summer 2010 campaign. Not to mention the numerous coverage in Vogue Paris, V magazine, Numéro…  Not bad for a brand which is only two years old, and hasn’t even had their a first catwalk yet! But fret not, more glamour is to come, Guilty Brotherhood has already put a catwalk on their agenda and it is likely to be in October this year.

Whether or not this catwalk will happen in Paris – the brand’s birthplace; or New York – where the company’s headquarters locates, remains to be seen. Although it is likely and wise for Guilty Brotherhood to debut in the fashion capital of Europe.

Expect some serious world domination by Guilty Brotherhood. From day one, Kevork Kiledjian has been planning and treading a carefully planned route for the brand to expand. The lack of online and offline information originally has built some intense mysteriousness about the brand. When Guilty Brotherhood’s website launched in August in 2009, the site looked so professional, glamourous and grown up that it is hard to believe the clothes were only available at carefully selected locations. Initially, to get your mitts on these clothes you have only 5 stores to choose from. These privileged places include the USA (Los Angeles for celebrity following and New York for some serious big spenders), France (Paris and Rodez)  and Hong Kong. The fleet of stockists now extend to South America in Domenican Republic and Australia. Now the brand is the Arctic and the Antarctica short of collecting their presence across seven continents.

Guilty Brotherhood’s flagship store is expected to open in 2011 in Paris on Rue Saint Honore. Anything less than spectacular will not be associated with the label. Hence the multistorey store is designed by – none the other – Jean Nouvel, whose bulky and impressive portfolio has led him to an architecture Oscar, the ‘Pritzker Prize’

So much for the intro. Indeed with such a meteroric rise of a label in such a short time span does not happen everyday, a bit of a rambling is needed to emphasise the bravura of all this. So, so much for the clothes eh? But to put it in Kevork’s own words, they want people to ‘see the clothes for themselves’. If the tactic of hush-hushing their press/online presence was to limit any damage bad critics may cause, the tactic may just as well not exist in the first place. Because the clothes do speak for themselves. And without further ado, I’ll let you see them. From AW09/10 to current season SS10.

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