‘ZOOM’
For this first collection, Georges Laurence starts from a gesture that has become instinctive : the zoom.The one we perform without thinking on social media, driven by distraction rather than real interest. Zoom observes this habit and shifts it from the digital space to the garment.
Rather than competing for attention on a screen, the collection proposes another form of distraction: noticing what is already there, in the real world.
The silhouettes are built on classic menswear forms : coats, jackets, trousers, tailoring. Familiar foundations, almost evident It is on this sense of “normality” that the zoom gesture intervenes.
Buttonholes turn into oversized embroideries, plackets are widened, trouser waistbands are extended. The garments are crafted in Italy, using carefully selected, responsibly sourced materials, and reflect a highly precise level of craftsmanship.
Georges Laurence
What was once secondary becomes the main element of the garment. Distraction is no longer digital; it is physical. With Zoom, Georges Laurence proposes a wardrobe that plays with the way we look today. A collection that diverts a digital reflex to shift attention from the screen to the garment.
Creative Direction: Nathaniel Benayoun
Stylist: Virginie Benarroch
Photography: Torvioll Jashari
Make-up: Angloma
Hair Stylist: John Nollet
Talents: Alain Gossuin, Alexandra Roos, Elias Loudiyi, François Laffanour, Jevgenijs Mitrofanovs, John Nollet, Juan Vignon, Maïwenn, Marie Lichtenberg, Marvin Desroc, Paul Calligaro, Sean Patrick Mombruno, Sébastien Peretto & Torvioll Jashar
Location: Paris, France
About Georges Laurence :
Georges Laurence is a Paris-based menswear house. The brand develops a wardrobe built around the archetypes of the masculine wardrobe, conceived as a cohesive whole designed to stand the test of time. The house’s pieces serve as a starting point for a conceptual re-reading of classic codes In direct connection with the contemporary world, the collections may engage with serious subjects, always approached with a sense of distance. Irony and duality are integral to the brand’s language.
Alongside the main collection, Georges Laurence offers a made-to-measure line through its Salon Through a selection of Italian and English fabrics, the Salon presents six essential foundations, a more intimate and personal extension of the brand’s universe. This space embodies the identity of Georges Laurence and allows for direct exchange with a close circle of clients.
Far from any urgency for novelty, Georges Laurence takes the time to develop a more individual approach, grounded in dialogue, precision and longevity.
