How do you elevate clothing? Expensive garments is one option. High production value in marketing campaigns is another. Stripped down of the unnecessary, paying attention to what’s left (read: the actual clothes) is also a great option. This is what MHC achieved yet again with their latest collection entitled “Meritville,” which frames itself as a hometown comeback story for the founders. With the photos set in their childhood home, and the clothes patterned after fabrics they had in their youth, the collection doesn’t only look good, it elevates itself through narrative. Clothes can become more than materials that cover our bodies.
MHC shared the collection prior to a look book via a live video on Facebook, starting with the model clutching a baby cast against what seems to be a bedroom wall. Isn’t that revolutionary?
Check the look book below:
Check MHC here.
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