ICECREAM Looks to the Past to Celebrate Its Emergence in Europe

Proceeding its snug FW21 collection last month, Pharell William's ICECREAM label is back and finally looking to extend its reach over foreign territories. This latest campaign sees ICECREAM launch into Europe for the first time and sports a variety of early 2000s inspired looks and silhouettes.

In 2004, Pharell and now newly appointed Kenzo Artistic Director Nigo joined forces to create both Billionaire Boys Club and its brother label ICECREAM. While BBC has gone on to have worldwide success, ICECREAM is now looking to replicate this with this latest move.

The campaign is led by Don Toliver, an American rap artist signed to Travis Scott's Cactus Jack Records. The collection itself looks to the brand's roots for inspiration and features a mixture of early looks and references. Iconic staples such as the letterman varsity jackets and running dog denim jeans make a return alongside a selection of varsity and preppy styled pieces. Continuing with the themes of the brand's past, the collection is dressed in a number of bright and varied hues, including bold shades of red, light tints of turquoise and clean neutrals.

The full collection is available now on BBC's website. In other news, Sean Wotherspoon keeps things playful with new brand Late Lunch.