Foam focuses on reimagining classic workwear style with a striking campaign delivered by London-based creatives.
One icon, eight collaborators
The latest MCQ icon sees a cast of creatives with strong ties to London, including the return of director Duncan Loudon and photographer Ewen Spencer and featuring the Pantone Colour Institute, Everledger and Terrain. Expanding the London-based roster for the campaign are multidisciplinary artist Sang Woo Kim, cutting-edge photographer Cosmo Webber and the highly-talented rap artist Flohio, each with an impressive list of accolades.
Flohio
Flohio’s sharp lyrics and powerful stage presence have commanded audience's attention for years, starting with her debut self-released EP ‘Nowhere Near’ in 2016 down to her soon to be released mixtape ‘Unveiled’ this November, featuring a collaboration with fellow London rapper Kasien on the track ‘With Ease’.
Sang Woo Kim
Kim’s work has been featured at the renowned Italian art festival, Venice Biennale in 2019 with his second solo exhibition titled ‘Public Toilet’; he also forms part of ILOVEYOU, a creative communications agency and ‘creative megaphone’ for social issues.
Cosmo Webber
Webber’s creative imagery and photography has captured musical talents among the likes of Lily Allen for her book ‘My Thoughts Exactly’ and the MC Octavian for his album ‘Endorphins’ and while on his ‘ESP’ tour.
The icon
The campaign’s collaborators aren’t the only ones that deserve a nod - MCQ’s latest icon Foam takes classic workwear styles reimagining them under the scope of construction. It features an active contradiction in textures, weights and patterns bringing lightness to traditionally heavy garments. Imaginative nods to industrial hardware are used with construction and shipping graphics applied in specific and striking ways.
Shop Foam and other MCQ icons at SVD.