Études gets political with "Smiling Sun"
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Études, the French collective, is getting political with their new capsule collection inspired by the "Smiling Sun" logo. The logo was originally created in 1975 by Danish activist Anne Lund to symbolize the anti-nuclear power movement. It has since been translated into 50 languages.
The new capsule collection features the logo revisited as patches and prints on denim, T-shirts, sweatshirts and caps.
The collection was described by Études cofounders Aurélien Arbet and Jérémie Egry to WWD as “A collection celebrating the anti-nuclear movement that embodies the new generation’s environmental consciousness.”
The Smiling Sun capsule collection will be available beginning May 18 in the brand's Paris store and on Ssense.com.
Études joins a growing list of brands who have not been afraid to get political during these controversial times.
Brands like Prabal Gurung, Jonathan Simkhai and Dior have all been loud and proud with their support for feminist issues doing collections of feminist T-shirts.
Robert Geller's "Immigrant" T-shirt originally sold out on Grailed during its first round of availability.
Études is unique in that they are the first ones this year so far to address the nuclear issue with fashion. Given how well getting political has worked out for other brands, this capsule will be successful if that consumer trend keeps its momentum.