Cruèl drops their second collection for SS19. The name for the collection is definitely one to remember. While nowadays designers snatch little details from each other in their designs, Wiliam Ampofo is here to bring in a difference.
Art Behind The Scene. The brand wants to prove that in this time branding and names speak louder than the art behind the scenes. Your clothes are a visual expression of art. We as human beings forget that clothes aren’t just clothes, but they are a visual art piece wrapped around our body. Do words and names speak louder than the art or does the visual art speak more about the words and names? We call it TRART: Left is art, right is art. Forget the brand and the name and look for the art in it.
“Express yourself, be Cruèl.”
We as individual human beings first think and look at what kind of brand the item would be, but we forget to search for the art behind it. What does branding say about visual art? And that is exactly what the collection consists of.
The heritage of Cruèl stands for creativity and freedom. Cruèl portrays the society of now in our idiosyncratic apparels. The brand is based in Amsterdam, where creativity and freedom are one of the most important things in life. You should think, say, do and wear what you want in life and have the freedom to express yourself in a certain way. We love the community where we are based in and we’re trying to inspire people around us with the mindset that you have to express yourself and be who you want to be in life.