PRINT Summer 1995



WITH ITS SOBER, SOMETIMES ANODYNE, but never banal style, the clothing designed by A.P.C. embodies designer Jean Touitou’s personal philosophy: his rejection of fashion as an index of social status. This is not to say that by emphasizing functional simplicity and quality, Touitou is attempting to bypass the seasonal ins and outs of fashion; he simply wants to work the system with a twist. This moderate approach to revolution is certainly at the root of his success with his intellectual though never quite left-bank Parisian clientele—an anticonformist but socially well-established crowd.

Touitou likes to call his very simple ready-to-wear line “unnoticeable clothes.” The idea of a “radical normality” perfectly captures the spirit behind the label, though Touitou is not trying to justify his project with theoretical language but merely to differentiate himself from the antifashion, back-to-basics

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