Hot on the heels of the release of Never Will be Mine featuring/sampling Robyn, Rye Rye has teamed up with Prabal Gurung for the aptly titled “New Thing,” a music video launching the designer’s first foray into resort wear.
As a fan of how fashion can be interpreted in both films created by other design houses and music videos, Gurung decided to showcase his resort collection by bringing together different creative minds to produce something that would inspire his core customers and hook the YouTube generation. While bringing together the video’s concept, inspired solely by his high energy collection featuring pops of hot pink, yellow, and green balanced by ribbon embroidery, florals, sequins and a graphic black and white theme, the CFDA award winning designer knew no better muse to bring his vision to the masses than Rye Rye. “When I first heard one of Rye Rye’s mix-tapes some time back I was immediately taken by how unique and dynamic her music was,” says Gurung. “Her authentic sound and tremendous energy was exactly what we were looking for, and I have always loved her bright, personal style.”
From the moment she steps into frame and the track begins, Rye Rye so personifies the spirit of Gurung’s collection that it is hard to believe it was inspired by the work of artists George Condo and Yayoi Kusama and not the hard hitting, body popping Baltimore native. She owns every look, especially that sequined dress, and does not let the fact that she’s rocking clothes made by someone who counts the First Lady as a fan change her delivery or penchant for shaking it to the ground. In fact, if it wasn’t for the hot pink Prabal Gurung flashing across the screen in the first few seconds I would have never known this video was for a collection and not just another one of Rye Rye’s singles from her highly anticipated first album Go! Pop! Bang! that still has yet to be nailed down for release.
While I am still undecided on whether or not I love the track, Rye Rye’s dance moves and confidence have me obsessing over Prabal Gurung’s entire resort collection, which is the point of the video.
Layout by C_Rocka
- Nails Did: Sally Hansen x Prabal Gurung Fashion Film Nail Looks
- Prabal Gurung for Target Collection
- M·A·C Makeup Looks at NYFW: Peter Som, Prabal Gurung, Doo.Ri, Alexander Wang, and Altuzarra
- Art HERstory: Yayoi Kusama
- Fashion Meets Music: Rye Rye “Boom Boom”