In Search of a Good Time.
Do you ever wonder what would have happened if you had made the ‘other’ decision in life’s most decisive moments, if you went left instead of right? For Fall/Winter 2023, menswear label JORDANLUCA explores the idea of choice and the different roads you would have headed down if you made certain decisions differently.
Inspired by the thought-provoking assertion of poet Robert Frost in ‘The Road Not Taken’ that ‘one can never travel two roads at the same time’, the collection’s accompanying campaign tells the stories of various protagonists who are in search of something more.
Photographed by Thomas Cristiani on location at different highways, overpasses, and truck rest stops across Britain, there’s an overarching narrative that no matter how different someone may look, people are unified by the shared purpose of staying in motion, moving forwards, and avoiding a lifestyle of repetition.
Neither genderless, gender-neutral or unisex, simply free of all categorisations, the JORDANLUCA FW23 collection is now available online.
Check out its campaign shots below.
PHOTO CREDIT: THOMAS CRISTIANI
