For this first collection, Georges Laurence starts from a gesture that has become instinctive : the zoom.The one we perform without thinking on social media, driven by distraction rather than real interest. Zoom observes this habit and shifts it from the digital space to the garment.
Rather than competing for attention on a screen, the collection proposes another form of distraction: noticing what is already there, in the real world.
The silhouettes are built on classic menswear forms : coats, jackets, trousers, tailoring. Familiar foundations, almost evident It is on this sense of “normality” that the zoom gesture intervenes.
Buttonholes turn into oversized embroideries, plackets are widened, trouser waistbands are extended. The garments are crafted in Italy, using carefully selected, responsibly sourced materials, and reflect a highly precise level of craftsmanship.
What was once secondary becomes the main element of the garment. Distraction is no longer digital; it is physical. With Zoom, Georges Laurence proposes a wardrobe that plays with the way we look today. A collection that diverts a digital reflex to shift attention from the screen to the garment.
