The big time gets weird: Peacebird - UnderPinned

Peacebird is the third biggest retailer in China. Since last season they have been showing collections at the New York Fashion Week. This presents us with the question: what is a high street retailer doing in the fenced-off world of high fashion? Let me break it down for you.

Unlike its competitors, Peacebird takes an inventive approach with its creative direction. They are upfront about their status as a mass producer, using it as a source of influence in the designing process. Their tongue-in-cheek mentality earned them a cult following, and the company is frequently mentioned on the same page as Vetements and other, cutting-edge labels with a disruptive mentality.

But let’s focus on the clothes, and oh boy, are they worthy of attention. For the SS 2019 season, Peacebird sent out models wearing their trademark (think t.A.T.u. but more androgynous), reinvented schoolwear, adorned with various iterations of the Mickey Mouse logo. There’s an azure tracksuit with the iconic black shape printed across the torso (the one you might recognise from the Disney logo or from Banksy graffitis), chunky knits and beautiful pieces of outerwear.

The whole extravaganza peaks with a black denim dungaree, which is head to toe covered in Mickey Mouse print. There’s also some bits and bobs for the aficionados who want to go all the way with this 90s nostalgia-cum-logomania unfolding for the past few months in the fashion industry, including Mickey Mouse patterned suspenders (you’ll want to wear them hanging low), plus hats and bags shaped like the logo. Brimming with fun and nonchalance, we could see the clothes worn at your next trip to Walt Disney Resort, or anywhere, anytime, as your heart dictates.

It takes a hell of a collection to make a retailer giant look sympathetic. Peacebird achieves that, for which they deserve every bit of applause.

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