The Noon Uniform
Why our first drop is five pieces, one palette and one hour of light.
Ines Varga
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4 min
One hour, no shade
We shot Drop 01 between twelve and one, every day for a week. Noon is the least flattering light there is. It flattens faces, burns highlights and puts the shadow straight under your feet. That was the point: if the clothes look right at noon, they look right all day.
The uniform is built from five pieces in espresso, ink and ivory. Each one was cut to work with every other, so there is no wrong way to put them together.
Why so few pieces
Small drops let us make everything in one place, with one team, in runs of 200. When a run is gone it is gone; the pattern goes into the archive and we start the next one.
It also means we can afford better cloth. The blazer is a brushed Biella twill we would never be able to buy for a collection of fifty styles.
