Paris Laundry‘s latest Spring/Summer 2025 collection, aptly named “Self-Destruct,” takes us on a vibrant journey through global neighborhoods under the creative direction of Guy Samuel. This collection isn’t just about fashion; it’s a deep dive into the culture of Japanese artistry and the kinetic energy of urban life. Samuel’s “Self-Destruct” serves as a narrative of both celebration and chaos, embodying the dynamic spirit of today’s streetwear enthusiasts.
The collection makes a bold statement with its integration of traditional Japanese materials and techniques. One standout element is the use of Washi Paper Yarn, a material derived from the inner fibers of plants, which showcases Samuel’s commitment to blending cultural heritage with modern design. The weaving technique known as Shoji, inspired by Japanese movable walls, further emphasizes this fusion, marrying aesthetic delicacy with structural functionality. Each garment not only represents a place but tells the story of its intrinsic cultural value and aesthetic.
Samuel’s designs confidently span a wide range of streetwear styles, from the sleek intricacies of woven leather and denim outerwear to the more laid-back vibes of the Bowery Short Set and Oversized Bowery Shirt. The collection’s diverse range includes the relaxed yet distinctly stylized Rodeo Drive jeans, which echo the casual glamour of LA’s Western influence. Meanwhile, the SoHo jeans reflect the creative energy of their namesake neighborhood, and the Chelsea Shirt & Pants, treated with garment dye and vintage wash, offer practicality with added zippers for adjustability.
The visual campaign for “Self-Destruct,” captured by Paris Mumpower, is as much a part of the collection’s narrative as the clothing itself. Mumpower’s film photography accentuates the rich textures and detailed craftsmanship of each piece, offering a window into the lived-in luxury that Guy Samuel envisions. Styled by Anna Trevelyan, the collection gains an additional layer of avant-garde appeal, with each ensemble presenting a harmonious clash of contemporary trends and timeless elegance.
Paris Laundry’s ethos extends beyond design; it is a brand deeply rooted in ethical practice and sustainability. Sourcing fabrics from renowned mills in Italy, Portugal, Japan, and the US, the brand ensures that every piece is produced with respect for the environment and the people involved in its making. It’s a philosophy that not only enhances the brand’s appeal but also aligns with the values of its high-profile clientele, including artists like Steve Aoki, Future, Lil Baby, and Offset, who have all been spotted wearing Paris Laundry’s distinct pieces.
As “Self-Destruct” rolls out, it becomes clear that Paris Laundry is not just creating clothes; it’s curating a cultural dialogue. Through this collection, Guy Samuel invites us to explore the nuances of global influence and the power of fashion as a tool for both self-expression and social commentary. This is streetwear at its most thoughtful, blending the past with the present to make a statement about the future of urban fashion.
View the collection in the Gallery below:
denim is the new black! Love love love Paris Laundry