After a four-year hiatus, Hood by Air, the acclaimed fashion label founded by Shayne Oliver, is preparing for its highly-anticipated comeback. Established in 2006, the brand quickly garnered a loyal following and critical acclaim, earning prestigious awards like the LVMH Special Jury Prize in 2014 and a CFDA award in 2015.
Following a surprising decision to step away from the brand in 2017, Shayne Oliver immersed himself in the world of artistry as an artist-in-residence at Helmut Lang for the Spring/Summer 2018 season. This experience further shaped Oliver’s artistic vision and design philosophy, setting the stage for Hood by Air’s return.
In a recent interview with Ssense, Oliver shared exciting insights into the relaunch of Hood by Air. The focus will be on capturing the essence of the brand, emphasizing personalization, impact, and storytelling that made it a trailblazer in the fashion industry. Oliver’s critique of materialism and mass culture will be showcased in the new collection, offering fresh perspectives and defying conventional consumer norms.
A striking change in the relaunched Hood by Air is the rejection of the traditional fashion calendar. Oliver voiced his discontent with fashion weeks, noting their limited value for emerging designers. By breaking away from this system, Hood by Air aims to carve its path as a brand that challenges norms and conventions.
While physical retail locations are not in the immediate plans, Hood by Air will introduce innovative models within their system to provide a contemporary retail experience for customers. Details about the debut collection remain undisclosed, building anticipation among fans and fashion enthusiasts eager to witness the brand’s signature avant-garde designs and provocative concepts.
The resurgence of Hood by Air signifies a pivotal moment in the fashion landscape, with Shayne Oliver leading the charge in redefining the role of a designer in today’s dynamic world. Emphasizing creativity, self-expression, and pushing boundaries, Hood by Air’s return promises to make a bold statement in the ever-evolving realm of fashion.
To learn more about Hood by Air’s upcoming relaunch and Shayne Oliver’s innovative approach, visit their official website here. For updates and behind-the-scenes content, follow Hood by Air on Instagram @hoodbyair.
