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2000Archives collaborates with Jaded London

2024-03-25

WINNER! She’s a star. With a playful and expressive nature at the centre of both brands, 2000Archives and Jaded London joined forces to deliver a 10-piece capsule collection.

The range unites and encapsulates each brands point of view through graphics, colour, silhouettes and fabrication with their synonymous 2024 take on Y2K references.

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Airbrush jeans, pleated miniskirts, a low-rise velour tracksuit and a skimpy football kit are at the heart of the collection.

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The collection is a tongue-in-cheek, playful take on sports kits and culture; with a graphic story and heavy branding combining current and vintage sportswear references.

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The capsule re-imagines 2000Archives seminal football jerseys with both a ‘home’ and ‘away’ top representing each brand and also features a collaborative update to Jaded Londons viral velour tracksuit.

A co-branded football scarf has been transformed into a 3-in-1 reversible backless halter top-come-scarf, perfectly embodying the spirit of the collaboration.

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With the collection embedded with sport inspired details and busy graphics, it seamlessly lent itself to a spirited track & field inspired campaign.

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We bought Alessia [@alygunawan] on board to shoot the campaign due to her immense ability to capture motion and movement which aligned with our direction entirely. With both brands having a loud and eclectic aesthetic, it was very important for us to embody this blueprint through styling and blend it into match day chaos.

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Jaded X 2000A: 03/26 8PM GMT

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