Esprit is launching a collection with Korean brand Rest & Recreation, led by designer Kim Ji-eun. The collaboration is supported by a campaign with DJane Peggy Gou and hip-hop artist Simon Dominic. The collaboration with the Korean artists heralds Esprit’s expansion and return to Asia, the apparel retailer said on Tuesday. At the end of March, the company had its Growth plans for the Asian market announced – now the online shops for South Korea and Hong Kong have been opened.
The collection with Rest & Recreation is the first of three to be launched in the Asian market in 2022 and marks the “start of a long-term partnership”. The designs of the collection take up a combination of retro and modernity – the retro elements of the Esprit items were interpreted in a modern way by the contemporary designer. The looks range from fashionable pieces to comfortable everyday basics. Silhouettes and cuts from the archives of the eighties and nineties served as inspiration.
In the course of the launch, Esprit also brought DJane Peggy Gou and hip-hop musician Simon Dominic on board for a campaign – both come from South Korea and are internationally known. Peggy Gou has also created music content as part of the collaboration, which can be heard on South Korean music label Jay Park AOMG’s YouTube channel. The campaign was supplemented with additional visual effects by graffiti artist SamByPen.
“We have great respect for the local creativity and ingenuity of emerging brands like Rest & Recreation, which fit well with the spirit of our brand,” said Sang Langill, Chief Product Officer at Esprit.
Esprit hopes to reach both Millennials and Generation Z through the collection. In addition, Esprit’s collaboration aims to promote “close connections with local communities” that will help interpret the brand’s mission in new ways.