Prabal Gurung and Rye Rye Premiere 2012 Video

Rising fashion star and CFDA winner, Prabal Gurung collaborated with another emerging talent dance-rap artist Rye Rye to launch the collection with the music video titled “New Thing” for the premiere of his 2012 Resort collection. "I have always followed the multitude of fashion films created by other design houses and loved seeing all the different interpretations of the collections, but the idea behind this was to bring other creative minds to the table and inspire our customers as well as the YouTube generation," explains Gurung.

The entire music video focuses on and is driven by the fashion pieces in the video. "Everything from the repeating floral pattern to the LED light inspired by the graphic print on the shorts Rye Rye wears in the opening shot was taken directly from the collection," reveals Guring. "When Rye Rye came in for her first fitting we knew exactly the looks that would complement her and bring the collection to life. The hardest part was editing down the options." Gurung mentions that the collection’s hallmarks—bright pops and hot pink, yellow and green in front of a graphic black and white theme, florals, laser-cut polka dots, ribbon embroidery and hand-burnt sequins were rooted in artistic inspiration. The portraits of artist George Condo and Japanese artist Yayoi Kusama were one of the inspirations behind the video.

Of course, Rye Rye was the perfect choice in my opinion as well. "When I first heard one of Rye Rye's mix-tapes some time back I was immediately taken by how unique and dynamic her music was," says Gurung.

Posted by: Saeko