Pyer Moss to debut 'American, Also' documentary via drive-in theater during NYFW
In addition to using his brand to provide support during the coronavirus pandemic, Pyer Moss founder and designer Kerby Jean-Raymond is working out fashion in the time of Covid-19 by announcing his plans to debut his documentary, 'American, Also', via drive-in movie theater.
Jean-Raymond is set to debut the film during New York Fashion Week in September by setting up a drive-in movie theater somewhere in New York, according to industry reports, allowing for a physical experience while sticking to social distancing rules.
The documentary follows the designer and his New York-based label during the two year period leading up to the debut of 'Collection 3' from Jean-Raymond's 'American, Also' series, a series which uses fashion to challenge the exclusion of African Americans in many aspects of American culture.
Entitled 'Sister', the collection was shown in September 2019 inside Flatbush, Brooklyn's King's Theatre, an iconic building that "was once deemed unsuitable for black enjoyment as a result of white flight," the brand said.
Drawing the fashion world to the historically black neighborhood, 'Sister' celebrated the birth of rock-n-roll and highlighted the role African American singer, Sister Rosetta Tharpe, had in forging the genre. Previous collections in the series tackled police brutality and the 'Black Lives Matter' movement, and celebrated stories of the common black family experience.
Jean-Raymond intends to take the American, Also documentary to multiple drive-in spaces located in cities across the country, and will accompany the documentary premiere with the debut of a new collection, reports said.
“It’s always been our mission to show the amount of thinking and laboring that goes behind putting together a collection— we’ve been slowing down the speed of how much we produce and improving the quality of what we produce throughout the years," Jean-Raymond said in a statement given to FashionNetwork.com. "This film aims to show the love and care our entire company puts into every single moment we create and will show that we appreciate fashion as an art form and communication tool that we’ve used to embolden a community around us."
Details of the drive-in event are set to be announced this summer, and the film will eventually become available for public consumption after its screening, the brand said.
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