Australian label Ksubi managed to do two things with their SS12/13 collection and matching runway video from Mercedes Benz Australian Fashion Week. Firstly, the iconic denim label seems to have succeeded in doing whatever it was Kanye West was attempting to do the past two seasons in Paris, namely, create sleek, sexy sportswear with a luxe/glamour edge. Hats off to Ksubi for showing Ye not only how it’s done, but for making it look pretty damn easy all the while.
The second thing is taking .gif culture and giving it a great big cuddle. The Lorin Askill directed runway video is shot in .gif style, with the image stuttering in the style of the iconic format, and lending itself to the newstalgia of 90s culture. We love this innovative mix of influences, and the way Ksubi always manages to stay one skip ahead of the sword.