Hood By Air is a brand well-known for its provocative shows. This Spring it shocked the fashionable audience by presenting a capsule collection in Partnership with Pornhub, a “tube site” specializing in porn videos. Moreover,  New York Fashion Week  show was accompanied with avant-garde music and the Paris one was held in a Marais Sex Club. “It was a trend happening in the company not wanting to collaborate with clothing companies but to collaborate with businesses that had liberal ideas and spirits,” said Shayne Oliver, HBA founder. “Pornhub is way beyond that, I feel like it’s a great way of selling ideas.”

Hood By Air And Pornhub. Fashion Week 2016

Hood By Air And Pornhub. Fashion Week 2016

 

Childhood Nostalgia and Porn

“The inspiration was mischievous children, like when they do sneaky things behind their parents’ backs,” said makeup artist Inge Grognard. Yet the show combined elements of childhood nostalgia with porn. The models strutted down the runway glazed with slimy goo dripping down their faces and hair. HBA touchstones were supplemented with two-faced boots, transparent tops and bold logos.  The slogans like “Never Trust a Church Girl,” “Wench,” “Do You Know Where Your Children Are,” and “Hustler” seem to deliberately astonish. “I realised that people view Hood By Air the same way porn is being viewed.. “We watch it, but we don’t want to acknowledge that in public. HBA has become a fetish in more ways than one. It’s become a fashion fetish. You see it, you view it, and we’ve become one of the top-reviewed fashion shows to watch, which is what everyone does with porn,” says Oliver.

Hood By Air And Pornhub. Fashion Week 2016Hood By Air And Pornhub. Fashion Week 2016Hood By Air And Pornhub. Fashion Week 2016

A Good Match

Being a fan of Shayne Oliver and his vision, when asked to work together, Pornhub catched the opportunity immdiately. “Shayne has defied convention and continually aspired to push the envelope and take HBA to the next level. And that’s what we’re trying to do here at Pornhub,” – says its Vice President Corey Price. “Hood by Air epitomizes contrast, resulting in a style that encompasses and juxtaposes aggressive street wear, hip-hop, art and high fashion. Shayne Oliver has seamlessly deconstructed the boundaries of fashion and created a brand that emanates edginess and defies convention. Here at Pornhub, through the past year, we’ve successfully diversified our brand, penetrating an assortment of verticals, including fashion.”

After releasing a capsule collection the newly partners got involved in New York Fashion Week show featuring a preview of the co-branded pieces as part of HBA’s “Handkerchief” collection. But it seems Pornhub will continue in the same vein. Price says: “There’s immense potential for fashion brands to collaborate with Pornhub. As more and more fashion brands continue their foray into the digital ad ecosystem, they are looking to overhaul their marketing approach by leaning toward a more refreshingly modern and edgy attitude in terms of exposure. And that’s exactly what Pornhub provides.”

Hood By Air And Pornhub. Fashion Week 2016

Hood By Air And Pornhub. Fashion Week 2016

Hood By Air And Pornhub. Fashion Week 2016

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