Written By Genaro Ng

Last week, I had the pleasure of being invited to the Centre Pompidou’s latest fashion installation by my friends at NSS magazine. Just before its prospective five year transformation, the renowned museum hosted Because Beaubourg, a two day, two night event filled with concerts, showcases, and interactive exhibitions. As a part of this weekend-long experience, Pull&Bear put on an installation unveiling its newest collection in collaboration with California’s crosscultural streetwear icon, Pleasures.

Located on the Pompidou’s fourth floor past the Snapchat exhibit, the two brands hosted their immersive pop-up. Founded by Alex James in 2015, Pleasures emulates the nostalgic grunge and pop cultures of the 90s. Despite being a relatively new label, the company is no stranger to creative brand activations, having vetted numerous collaborations and even cultivating various fashion films for its social platforms.

The featured capsule collection embodies the experimental and free spirit of both brands. According to Pull&Bear’s website, the collab is “blending the graphic and counter-cultural language of the Californian label with the contemporary and global vision of Pull&Bear”.

Despite being a large fast fashion label, Pull&Bear recognizes that at its core it is a community driven brand, which is why their team invited a handful of local brand fans, models, and content creators to the exhibition’s opening on October 24th. Dressed in the new collection, the young guests were photographed for social media to promote the collab. Pull&Bear clearly understands how to leverage the influence of what they recognize as their “ever young community.”

Under Pull&Bear’s Streetwear Department (STWD), the collection pays homage to Pleasures’ habitat - Los Angeles. The exciting new drop features classic pieces including studded leather jackets, graphic tees, flannels, bolo ties, and heeled boots. With its baggy fits and cropped cuts, the collection takes a modern twist. On October 27th, just after the conclusion of the exhibition, the line became available in stores and online at pullandbear.com

Because Beaubourg, which also celebrated the 20th anniversary of Because Music, was a true celebration of art and culture. Pull&bear’s launch, having taken place just before the museum's five year closure, wasn’t merely a product line debut, it was a celebration of one of Paris’s most acclaimed contemporary art institutions.

Pull&Bear x Pleasures: the Pompidou’s latest fashion installation

Written By Genaro Ng