Flash! Von Dutch’s FW22 Campaign Pays Homage To Paparazzi Culture In The 2000s
The Y2K trucker brand revives the signature garments beloved by Britney and Paris.
The year is 2000, the anthem is “I’m A Slave 4 U,” and the uniform is Von Dutch-emblazoned everything. For its fall/winter 2022 campaign, Von Dutch revisits a decade dominated by gaudy tracksuits and scanty slogan tees; a decade that - thanks to reality TV starlets and denim-donning pop stars - catapulted the American brand to stratospheric must-have status.
“The guiding question of the campaign was: What does it mean to relive an iconic era that shaped a cult of personality, all through the lens of the paparazzi?,” the press release reads. “Before Instagram, paparazzi photos allowed the average person a glimpse at the life of the rich and famous, bypassing the need for money and social connections that would put us in the same room as our celebrity idols.”
The noughties are often abstractified as a sartorial symbol; to our generation, Y2K is more of an aesthetic than it is a time period. Have any of us dared to ask how fashion trends were sensationalized without the zeitgeist of social media? Von Dutch answers the question for us. It was the salivating paparazzi that lifted the veil on the banality (i.e. grocery runs) and extremity (i.e. walks of shame) of celebrity lifestyles. And in every photograph - be it of Britney Spears or Jay-Z - the now-iconic VD logo was proudly worn. Think Justin Timberlake sporting a denim Von Dutch trucker hat at the 2003 Grammys. Or the flame-printed iteration that Paris Hilton religiously wore on The Simple Life.
Over two decades later, Von Dutch re-executes both the fashion and the photography that cemented its chintzy identity. Models covering their faces with handbags (bowler, of course), unsuspecting couples packing on the PDA, and scrambling out of black SUVs: the archetypes embedded in paparazzi culture reappeared in VD’s trashy tabloid-esque campaign, which they dubbed “Von Dutch Magazine.”
As for the clothes themselves, Von Dutch stayed true to its logo-driven philosophy. Its name was printed - sometimes embroidered, and other times rhinestone-spangled - across the baby and baseball tees, vests, and hoodies that made up the collection. The cropped silhouettes that were so dear to the 2000s were applied to puffer jackets, while the color-blocked trucker hats Britney loved were revived. Von Dutch played with familiar fabrics, designing corduroy workwear-inspired jackets and a hot-pink velvet tracksuit with a baguette bag to match.
“The collection features plenty of our staples, reminiscent of iconic Von Dutch Originals icons from the 2000s, and revives signature colorways for the trucker cap, working on denim, logo driven hoodies and tops,” the press release continues. “VDO is all about reviving the classics for a new generation that pursues the Y2K lifestyle.”
The collection is now available to shop at Vondutchoriginals.eu.