Millennial Mentality: 3 Paradis Spring/Summer 2017 Campaign

Millennial Mentality
Men, Campaigns

I’ve had the pleasure of interviewing the boys of 3. Paradis before and one thing that has always drawn be to the brand (save for their similar Canadian heritage) is their love of exploring, be it through new concepts or new fabrics  (I am the proud owner of a bomber made from a thick scuba-ready neoprene).This Spring/Summer 2017 collection was no different: this season, titled “Irreversible” Emeric Tchatchoua and Raymond Cheung discussed social media’s role in fashion, as well as touching on ideas of nostalgia and the early 2000’s. For the corresponding campaign, too-cool young adults boasted head-turning graphic bombers and work jackets, topped off with neon hair and bold blue toppers. Over the images, 3. Paradis asked us to reflect on our current world, using “unpolitically correct”, “click for full experience”, and “impatiently patient”, to add a poignancy to an already visually-stirring campaign.

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