We all have our imagined states of utopia. Maybe everything is free, or world peace reigns supreme. Or maybe you’re one of those raging nihilists, spouting off about how utopia is a fallacy. But why not play? For designer brand Maison Kitsuné, utopia is a land of rainbows and never-ending joy. It’s colorful, it’s passionate, and it’s free from the chains of everyday life. In the first of their three-part Spring/Summer 2023 collection, Maison Kitsuné transports us to this dreamland, and oh is it paradise. 

Photographed by Remi Ferrante, Maison Kitsuné’s initial SS23 photo campaign is whimsical and childish in spirit. Images are littered with pops of color, often coming from natural sources like flowers and cacti. With models lounging languidly throughout the images, the feeling of utter relaxation is filtered through the shoot. Paired with Maison Kitsuné’s color-blocked garments (and the occasional hidden fox), the campaign smacks of utopian glee. 

This photographic whimsy is paired with bold and indulgent fashion offerings. Block prints allow vivid colors to take the forefront while flowing silhouettes allow a feeling of looseness. The collection also defies nationality, combining French shirt cutting with Japanese kimono sleeves to create a wholly new look. It is not grounded in any identity group or country; no, it is singular to Kitsuné’s utopia. 

The ‘Destination Elsewhere’ utopian campaign comes as the first part of a threefold series, exploring different adventures through the universe. Future editions of the SS23 will adventure into different terrains, including the beautiful outdoors and the bustling city. Still, all will keep the sense of play inherent in the utopian campaign. This is Maison Kitsuné’s vision: drop the guise of self-seriousness, and just have a bit of fun.