Baby-G goes from shock-resisting cute to luxury in its latest collaboration with b Store. This collaboration, "Print" is a directional collaboration curated by b Store, who had linked Baby-G up with several designers, Peter Jensen, Natascha Stolle, Sophie Hume and Complex Geometries. "Print" collection comes in a pack of a Baby-G watch and a specially designed t-shirt, and is available exclusively to Selfridges.
This collaboration features some of the most talked about designers in the contemporary fashion world, and each designer translated their signature motifs and design aesthetics onto the Baby-G canvas. For instance, Peter Jensen incorporated his iconic bunnies into a cool, hip design for the time piece. Meanwhile, Clayton Evan's directional label, Complex Geometries, dressed the Baby-G in images of digital waves to reflect the coveted notion of perpetual leisure, and in Evans's own words, the watch is like "a souvenir from an impossible vacation at an implausible resort". Natascha Stolle, the darling of the fashion east, applied her tongue-in-cheek approach to luxury textile by dressing her Baby-G in a googly-eye motif that plays with the concept of trompe l'oeil. Last but not least, Sophie Hume adopted a charming print of Muybridge in the 1800s and incorporated graphics of a running and jumping man to create a feeling of motion.
The collection was launched last week on April 15 with an in store event and an after party. The celebration attracted many celebrities such as Alice Dellal, Matt Horne and Eliza Doolittle. The after party at Home House featured hopping DJ sets from four designers and the team at b Store, and the dance floor was packed the entire night. Check out the watches which are available online via Selfridges alongside the t-shirts, and pictures from the event!