Pyrex Vision, or Pyrex, is a boutique urban apparel line created by Kanye West's stylist and creative director, Virgil Abloh. It started gaining attention when artists such as Jay-Z, Rihanna and ASAP Rocky were seen wearing Pyrex's signature item, the Caravaggio hoodie.
We created a campaign that focused on Pyrex's existing concept of the "Youth Always Wins." I was intrigued that Mr. Abloh drew inspiration from Caravaggio, a Renaissance-era painter. We designed a campaign that showcased the hoodie as artwork, enclosing it in a golden frame. The copy in the background are excerpts from an essay about the rebellious nature of creative youths. Each ad represents the different color choices available for the hoodie.
Art Direction / Photography by Dan Viva & Theo Darchiville
Pyrex Vision Spring 2013 subway banner.
Using Caravaggio's paintings as a foundation for each letter, and including Mr. Abloh's inspirations as copy.
