The collection delves into the corrupting exploration of aesthetics in the world of extreme sports, imagined with an athlete anti-hero as the protagonist. An anti-hero can be seen as an individual who does not fit a typical mould of respectability or conventionality, who does not adhere to prescribed behaviours or opinions, who breaks the rules at every opportunity and yet commands attention and admiration, whether from those marginalised by society or those within the system who can identify with this polarising figure on a deeper level.
PDF‘s AW24 collection captures the energy of this anti-hero athlete, focusing on this protagonist’s rollercoaster of adrenaline and anticipation, to the overflowing passion and emotion that is explosively exposed, breaking conventions. Through exaggerated proportions, contemporary prints, unconventional washes and technical fabrics, PDF delves into the psyche of its sporting anti-hero, drawing on its disruptive community of collaborators and creatives for its Milan Fashion Week debut to cement its brand image: non-conformist, rebellious, independent and experimental.
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