Aprés Dark are back with a new collection – 'Simply Dark'. The brand aims to identify its true ethos, creating garments that combine crisp simplicity with a blend of 90s throwback and modern cultural norms.
The collection, titled “Simply Dark” has been a long time in the making since their original collections (check them out here) appeared on the scene. The designs are predominately driven by 90’s subculture, yet it the label have left their own twist on the collection, producing pieces experimenting with organic forms in their design process while maintaining a crisp simplicity. This concept is paired with a mixture of subtle and vibrant colours to appeal to both the casual and the flamboyant.
The collections are unisex, hoping to develop alongside modern society and away from traditional gender norms. Aprés Dark are hoping you don’t just buy into their brand, but you buy into a cultural movement.
The lookbook for “Simply Dark” demonstrates their playful use of the simplified aspects while sticking to the core organically formed branding, by splicing source photographs together to create their prints. “Simply Dark” shows variety while simultaneously aiming to identify the brand’s true ethos.