Everything
I happened to stumble upon this shop a couple of weeks ago whilst walking through Milan. Through the window I was instantly attracted by its bold prints and statements emblazoned over the hoodies and garments. It truly is punk at its finest. Drawn in by its unique aesthetic and its knack to go against the system, ICON caught up with the label for an insight into its gritty style. This is definitely one to watch.
ICON: One of Maison Laponte’s influences is the punk movement, a homage to being extra, out of the square and against the system. Has this always been part of your vision? How did the label come to life?
Maison Laponte: “L’attitude and a strong personality majorly represent what the soul of the punk movement is. The roughness and sense of rebellion are visible in every collection. We are trying to create something that goes against the culture for those people who don’t see themselves in the usual everyday fast fashion. Maison Laponte wants to communicate something strong and edgy. If you think about it, our best seller is a hoodie that says ‘PORNO’. Sometimes with a single word, you have the chance to share deeper messages…”
ICON: Are your own personal fascinations included in the upcoming season?
ML: “Yes absolutely! Our soul is in every single one of the collections. During June we will be on the runway with our latest collection called “ VANDAL”. It will be based on a classic and conservative collection completely reinterpreted by us in the roughest way. You will see classic tailoring pieces with strong embroideries, or paint with subliminal messages written all over it.”
ICON: If you could see one person in the past, present or future wearing your designs who would that be?
ML: “I personally would love to see one of our t-shirts saying “I don’t believe in humans” on Albert Einstein and one of our “porno” hoodies on my old math teacher.”
ICON: For a label with such a “f**k off” connotation written all over it, what has been the most difficult aspect to get it off the ground?
ML: “Literally everything …”
ICON: Marketing wise, for a new label whats the best performing outlet to invest in?
ML: “For a new label, internet is the best way to get your name out there but just as hard is to sell on too. In Italy, companies struggle a lot on the internet market for the sales. [The] UK is actually our best market. I personally prefer the face to face in the shop where you are actually able to explain the customer your story behind Maison Laponte.”
You can follow ICON’s Street Editor, Roberto Malizia on instagram @this.is.malice
