From Safdie to Supreme, Julia Fox becomes a hypebeast muse

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With one foot in the underground and the other rooted in mainstream pop culture, Supreme and Julia Fox occupy a similar position in the public consciousness. Seemingly everywhere and nowhere at the same time, there isn’t a microphone or inanimate object (read: bible, brick, subway train) that the New York duo won’t get carried away in the name of virality, mind-boggling pundits and endearing in equal measure. So it makes sense that Supreme would enlist the former dominatrix and current newsfeed dominatrix in its SS22 lookbook, shot by Korine Harmony.

In a series of images that look like they were pulled from the early 2000s, Fox plays a flight attendant wielding Hennessy, blouse unbuttoned and sitting on skateboarder Tyshawn Jones’ lap. Think Britney Spears Toxic – if it was a trap song. Now sprawled around New York, the brand’s summer campaign comes less than two months after the Denim Tears founder announced in February Tremaine Emory as Supreme’s new creative director, marking the first major appointment since the brand was acquired by VF Corp for $2.1 billion in 2020.

Elsewhere in the lookbook, skateboarders and former Supreme collaborators Caleb Barnett and Ben Kadow appear, dressed in an exaggerated bomber jacket and bolshy camouflage technicolur pants. Although it’s not her first fashion campaign – there was Diesel in 2020 – it’s Fox’s biggest endorsement yet. That being said, this may be her tameest outing yet, having been spared her ripped denim and suffocating leather dresses. Also missing is the actor’s beloved pink eye, which perhaps would have been an organic addition to Korine’s hyper-realistic, ramshackle aesthetic. Maybe sleaze is really back? Either way, Mrs. Fox reigns supreme.


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