Saturday, March 2, 2024
Saturday, March 2, 2024
HomeFashionA family affair in Los Angeles at NOAH SS24

A family affair in Los Angeles at NOAH SS24


Of all the internationally known streetwear brands, NOAH is undoubtedly the most accessible. Founder Brendan Babenzian puts a lot of himself (and his peers) into every collection, and almost every lookbook, release, and seasonal collaboration comes with an explanation, even when none is required.

As such, only NOAH could have conceived its own Spring/Summer 2024 campaign.

Accompanying the brand’s initial SS24 launch on February 8, NOAH’s seasonal campaign highlights a cast of Los Angeles-based friends. This theme ties into the collection itself, inspired by Long Island-born Babenzian’s dreams of visiting the West Coast.

“To a little boy who braved the cold, rain and snow for much of the year, it seemed like the streets (of Los Angeles) were paved with gold and life was absolutely perfect,” he says in the liner notes. collection. “It seemed almost mythical.”

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As such, NOAH Spring/Summer 2024 is packed with sunny summer shirts, corduroy beach caps, obvious crewneck sweaters, and ankle-length jeans—the kind of versatile pieces that only make sense in the Golden State’s warmer seasons.

There’s a bit of NOAH’s distinctive stylistic leanings throughout—the Italian-made linen suits scratch J.Crew menswear creative director Babenzian’s sartorial itch, the leopard-print cardigans reflect a punk edge—but everything is based on pure portability.

Nothing here requires complex styling, nothing here is unfamiliar, but everything fits perfectly into Babenzian’s dream Californian wardrobe.

But those are the clothes.

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The main event is the accompanying campaign, a beautifully filmed celebration of NOAH’s friends living in Los Angeles.

Some of the names are recognizable: Jordan Brand designer and collaborator Melody Ehsani, UNION LA supervisors Chris and Bephie Gibbs. Some are experts, like Western Hydrodynamic Research founder Pat Towersy. And some are simply locals whose relationship with NOAH only they know.

And that’s okay, because the only thing a solid campaign really needs is good vibes.

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