The Runway is Dead, Long Live the Dancefloor
Buying a Lifestyle
Saturday night I had a strange experience. It was the feeling of knowing you shouldn’t be somewhere but making the absolute most of every minute. This event was the A.P.C. x Carhartt launch, otherwise known as BAM BAM No.12.
A.P.C. have been running BAM BAM since 2016 during global fashion weeks. Organized 4 times a year outside of Paris, these nights invite A.P.C. customers to interact with them like no other brand does, as they are organized with DJs and are less formal than a straightforward fashion show. As I am a longtime fan of the French ready-to-wear label, I was aware of these shows, yet highly doubtful I would ever make it to one. A friendly encounter at my local A.P.C. store changed that, and I managed to secure 2 tickets. Luckily, one of my closest friends was free and intrigued, so we headed out in the slim hope of having made it onto the guest list.
The venue was The Standard hotel, which is known for its unique exterior and rooftop views – however, we had both assumed that the event would take place on the ground floor bar. But no. BAM BAM No.12 took no half measures. After a tense few minutes, we were in, yet we were both shocked upon being directed to the lifts and met by a concierge. How professional was this event? Well, a rooftop bar and lounge area suggest very professional. Jean Touitou, I will never doubt you again.
The event itself was scored for the most part by Bambii, an up-and-coming DJ, who also fit the title of the event very nicely. (I am still unsure if this was deliberate or not). As the night grew longer, and my memory more blurred, I remember everyone I came across either being some form of “influencer”, employee, or owner which furthered our amazement at the fact we had got in successfully. I managed to catch a brief glimpse of the aforementioned A.P.C. founder, Jean Touitou. He looked mildly amused by the evening. Very on-brand for the man.
The night was fuelled by a free cocktail bar, offering either Margaritas or Moscow Mules. I made an early fool of myself by asking the barman “How much?”, and I’ve never been more pleased to be met with a hail of laughter. Despite the fact that tens of thousands worth of free drinks were poured, everyone remained remarkably civil, which I believe is testament to two of the more respected menswear brands at present.
Oddly, the capsule collection was not on display at the event. The lack of any clothing on display was telling, it showed that both Carhartt and A.P.C. wanted the event to encapsulate the emotions and feelings of those wearing the clothing, rather than showing the physical product. This is unlike typical, dull London runway seen 100’s of times over the course of Fashion Week, which are 99 times out of 100 instantly forgettable. Allowing both brands to connect so intimately with the consumer moulds nothing but a positive impression, and whilst it could be argued this is simply good marketing, everyone was having the time of their lives. It came across as genuine, and if the capsule collection is anything like the atmosphere created at The Standard, I’ll be buying it all. The runway is dead. Long live the dancefloor.
