The new Daily Paper campaign-comic for the FW20 collection

An underground trend in 2020 is the one that links the fashion world to that of comics. Now as a privileged expression of storytelling, as did Gucci with its Myristica co-created together with KALEIDOSCOPE and with the comic strip by Melek Zertal to present the new section of genderless fashion in its own e-shop; now as a parody of fashion itself, in the graphic novel Paris Fashion Slam; now as an ethical statement elaborated through the figure of superheroes, as did Daily Paper the recent presentation of its FW20 collection, with the comic Memoirs of a Parallel Universe, which you can read in full at this link.

The comic follows the adventures of four superpowered characters, HoH, Nana, Yannayi and Massassi, in a dystopian world, where the problems of today's culture are taken to the extreme. The events of the four protagonists, each characterized by their own personal aesthetic, are reflected directly in the proposal of the brand's FW20 collection. Meanwhile, amid this multi-layering of meanings, Daily Paper uses comic storytelling to ask questions about cultural assimilation, the generational trauma of ethnic minorities, and the ideals and life expectations that inspire modern life.

The garments in which the dialogue between the two storytellings crosses perfectly are the all-over decorated denim suits with comic scenes embroidered in jacquard - one of those bold statement pieces that never fail to distinguish the brand's collections. The rest of the collection stands at more traditional proposals with hoodies, t-shirts, oversized trousers and puffer jackets that recover the aesthetics halfway between streetwear and workwear that Daily Paper has cultivated in recent years but with a more relaxed approach to geometries that, in the color decorations and embroidery of some of the items, become softer and abstract. 

Daily Paper's FW20 collection will be available online on the brand's official website and at selected retailers starting September 4.