SS25
vain
VAIN challenges the conventional perception of love, from pink heart balloons and chocolate,
presenting it in all its beauty and harshness providing an alternative aesthetic for love. Love
doesn’t look the same for everyone and shouldn’t be earned; it should be ever-present.
VAIN draws inspiration from genuine human connections, authentic emotions, and cultural
references. The brand’s DNA is deeply rooted in music and internet culture. Even before the
brand officially existed, Playboi Carti reached out from Atlanta. The influence of subgenres like
ATL Trap and Dancehall lies in their boldness and confidence, highlighting that love isn’t just
romantic – it’s also about self-respect and self-acceptance.
Heart prints and love motifs feature prominently, both as bold statements and subtle details,
paired with black, shades of gray, camouflage, and daring typography. Combining soft, romantic
materials with edgy, streetwise fabrics like leather and denim integrates gentle and tough
elements, such as pairing a ruffled top with leather or incorporating heart-cut patterns into
oversized bomber jackets. The favorite icon of ours, the <3 symbol captures the essence of
contrast and everyday life – both recurring themes in VAIN. The dominant color scheme as
typical for VAIN is black, accented by colorful all-over prints and bright elements. The collection
features items from the “VAIN Upcycled” -product line and incorporates a wide range of
deadstock materials from luxury maisons.
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