This year is the 30th anniversary of A.P.C and if there’s a more timeless ‘fashion’ brand around, I’d like to see it. I’ve been wearing the coats, jeans, shirts and boots the whole time, I think the only things I haven’t bought are dresses and skirts. Last week I tried on a cute little bucket hat that I’m still dreaming about.
A.P.C. AW17 takes a few of the ‘house codes’ and shakes them up a bit but only really in the show styling. The raincoats, denim (ooh, white jeans!), knits and oxblood boots are mostly unchanged which means its loyal clientele can breathe easy.
The clever thing about A.P.C is the proportions somehow simply do not date. Which is incredible as it’s really the incremental width of a sleeve or drop of a shoulder that can make a shirt or jacket feel ‘wrong’ or ‘right’ from one season to the next. The jeans have changed over the years, I’ve noticed a few narrower silhouettes creeping in recently, but everything else is that perfect sweet spot of fitted 70s-to-early-80s shapes without the OTT 70s details like elongated collars or bad colours.
The stores and brand design are also perfectly timeless. Founder Jean Touitou’s family was in the leather business with his father going on regular trips to Sweden. This meant he was heavily inspired by Scandi design, which of course is everywhere now. But those pale wood surfaces, sans serif fonts and comforting hygge smells have been part of the A.P.C. vibe since the brand began in the garish 80s. And there’s something inherently comforting in knowing that anything you buy from A.P.C. now will have fashion mileage for years to come.
NOW CLICK BELOW TO SHOP THE A.P.C. SS17 COLLECTION…
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Vogue Runway
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