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Translated by
Nicola Mira
Mar 9, 2023
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Jaden Smith of MSFTSrep says he’d like to focus on swimwear

Translated by
Nicola Mira
Mar 9, 2023

Actor, rapper, activist, model and fashion designer Jaden Smith, son of American actors Will Smith and Jada Pinkett Smith, has opened a pop-up store for his MSFTSrep label at the Galeries Lafayette flagship store on the Champs-Elysées in Paris. The Californian artist has spoken to FashionNetwork.com about the inspiration behind the brand's SS23 collection called 'Trippy Summer', as well as the label’s unisex ready-to-wear and lifestyle projects, and also his favourite shows from the recently concluded Paris Fashion Week.

Designer Jaden Smith has opened a pop-up store for his MSFTSrep label at Galeries Lafayette’s Champs-Elysées store in Paris - MSFTSrep

FashionNetwork: What are the stylistic inspirations and influences behind this summer collection, with its retro aesthetics and colourful patterns?

Jaden Smith: Our ‘Trippy Summer’ collection is totally inspired by nature, summer days, outdoor outings, and afternoons having fun with friends. With the MSFTSrep team [Smith launched his label in 2012 with his sister Willow Smith and brothers Moises and Mateo Arias], we wanted to go for a very joyful, colourful mood, accented by psychedelic prints. With our clothes, we’re really keen to transform people into flowers or mushrooms, to reconnect them with the environment. My waterproof jacket for example - because it rains in summer too, whether in Europe or the Bahamas - is decorated with a jumble of patterns, from the movements of the universe to short texts on colour science and how rainbows are formed, in a way that's both scientific and quite fun.

FNW: What are MSFTSrep’s plans and projects for the coming seasons?

JS: Now that we are well established in the fashion world, I’d very much like to focus on swimwear, always from a unisex perspective, with a complete collection of swimming costumes suitable for both men and women, and a few beachwear items, which we’ll most likely launch next summer. This is really the direction I see ‘Trippy Summer’ taking. Every collection we create is conceived like a movie, with a specific wardrobe for each leading character. Next summer, in my scenario, I want to get people in the water, encourage them to dive into the seas and oceans. In the process, I’m also thinking of designing surfboards and wetsuits.

Among our other projects, there are collaborations with friends and labels we like, like Playground and Better with Age, both based in Los Angeles. I have tons of projects and ideas for the future, and I try to segment my week by dedicating a day to music, a day to fashion, and so on.

FNW: You’re passionate about fashion, and have also been a Louis Vuitton brand ambassador since 2016. Which were your favourite shows at the recently concluded Paris Fashion Week?

JS: The other day, I went to the Louis Vuitton show, and I found it simply wonderful. The collection was marvellous and, in my opinion, it was really successful in combining continuity and modernity, heritage and the future. I really loved the handbag reproducing the architecture of the Ritz, it was super-cool and original. I adore fashion. My favourite designer will always be Vivienne Westwood, I love her first creations. I also have a weakness for items by Alexander McQueen and more contemporary ones by Tremaine Emory. I’m a huge fan of all the looks in his Denim Tears label.

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