When the Jamaican sound system exploded in the 70s, it not only transformed the music, but also brought to the attention of the entire planet a very concrete and powerful culture, language and aesthetics. Now, Billionaire Boys Club translates all that energy into a collection that travels directly from Kingston to London, passing through the clubs of New York. This new season of BBC vibrates at 90 BPM and comes in a Caribbean key.
The campaign, signed by Fabien Montique, stars Ronald “Uncle Ronnie” Jarrett, a real legend of the Jamaican sound scene. But don’t expect Rasta clichés. The proposal is cooked with real references. The silhouette of a Caribbean man mixing sportswear with Sunday mass flow; the shine of a college jacket with cracked leather and patches of textured appliqués; a sweatshirt that looks faded by time but printed with the same graphic forcefulness as old vinyl covers. BBC’s galactic DNA fuses with soul and dub.
A capsule that seems to have been looted from a thrift store that only exists in the dreams of some outsider stylist. Tartan jackets mutated by the pulse of dancehall, war denim signed by BBC, and garments that turn luxury symbols into graffiti.
This is not just about clothes. It’s about respect. It’s about legacy. Of those who put together a soundsystem with not too much, style with what was there, and party with what was left over. Billionaire Boys Club FW25 is a love letter to that Jamaican energy that crossed borders and became universal.
Hublot and Kid Super play soccer in the heights of Brooklyn.
Sigue toda la información de HIGHXTAR desde Facebook, Twitter o Instagram
You may also like...
