English Version | ​​F is for Fashion (and Fun)

These days, fashion seems to take itself too seriously. The implications of each collection, garment and look are analyzed a scrutinized. Confined to our cell phones, the solemnity of Fashion's solemnity only increases when trapped on a smartphone screen. As a form of protest against this pedantry, BIMBA's BIMBA Y LOLA's fall/winter collection is a call for fashion to be brought back as it should be: joyful, creative, lively. Just like an amusement park. Through the lens of famous photographer Grant James-Thomas, this notion is taken literally. Fun patterns, vibrant eccentric silhouettes: the Spanish brand's message is clear. if it's not fun, fashion is nothing.

"We wanted to capture the feeling of being on a rollercoaster - the chaos and excitement of an amusement park," is how Ashley Munns, art director and creative consultant, explains the theme behind BIMBA Y LOLA's latest campaign. According to Munns, who also took on the role of creative director for the advertisement, the inspiration goes back to her most treasured childhood memories: "Some of the happiest moments I had as a child were at an amusement park in Orlando." The sense of youth is palpable in the Spanish brand's new collection. Each shoe is a rollercoaster, each bracelet a merry-go-round, each earring a bumper car. BIMBA Y LOLA's proposals for next fall/winter go against the notion that, with the arrival of the cold season, our lives should slow down. It appeals to nostalgia for simpler times, when fashion was something to be played with and was a light form of expression. As Munss notes, "This is a powerfully fun collection." Green cowboy boots, jewelry that imitates the beads of yesteryear, and designed puffer jackets - this collection challenges us to break out of the boring box we usually lock ourselves in during the cold months.

Although full of unique pieces, none sums up the feeling of the collection as well as the new TOTE POCKET BAG, the latest addition to the Spanish brand's legendary collection of wallets. With its timeless silhouette, the TOTE POCKET BAG resembles the wallets that marked the beginning of the millennium. But, as the name suggests, two pockets have been added to the front, giving the shape a quirky twist. It's not just its silhouette that makes it stand out, but also its color. From classic black to enough animal patterns to make Doja Cat envious, there's something for everyone. Ashley Munns confesses that her favorite is the one with the graffiti pattern: "For me, it's the most punk, feminine and fun."

The wallet, like the rest of the collection, is not meant to be confined indoors or in an Instagram photo (although the temptation is understandable). The TOTE POCKET BAG is designed as a partner in everyday adventures. With BIMBA Y LOLA's proposals, life is meant to be lived excitingly. "It's a place to push ourselves, to test our limits and prove who we are," recalls the creative director, who once again transports us to the setting in which it was decided to present the collection. The metaphors are anything but subtle, so let's return to pre-technological joy. BIMBA Y LOLA challenges us to forget the cell phone at the bottom of our TOTE POCKET BAG and have fun with the fashion we wear.

Translated from the original on The Coming Back Issue, published September 2023. Full stories and credits on the print issue.