Apparel & Fashion - Paris, Île-de-France, France
*****L is a sophisticated and slightly subversive street wear label based on a reversed luxury lifestyle concept. While the high-end fashion market scours the streets for inspiration and turns ghetto styles into luxury products, *****L does the opposite. The label's original and iconic white jersey velvet and gold stars emblazoned jogging suits are inspired by the elusive, yet familiar, fantasy world of luxury hotels, thus turning stuffy symbols of wealth and excess into hip, affordable street wear. This also comments on society's current obsession with high name brands.