先月末に開催されたMTV祭典「VMA」、パステルピンクのアウトフィットで登場しリアーナの胸元には”HOOD BY AIR”と描かれた赤いプリント文字が。THE NEW YORKERの手により再燃した「Hood by Air」2017年春夏コレクションが発表された。
話題となったのはポルノサイト「Pornhub」をスポンサーに写真家ヴォルフガング・ティルマンスがモデルとしてランウェイに登場したことだろう。スマホをいじりながら、バックを引きずり、ディープなメッセージを背中（Never trust a church girl）に、しまいには”HUSTLER”や”WENCH”のワードまでも登場し、観客からは驚きと喜びの声援が飛び交っていた。会場にはEmpireでご存知ジャシー・ スモレットにモデルのナオミ・キャンベル、ジェイデン・スミスの姿が。
Interest in Hood by Air was reignited by that pink & red T-shirt Rihanna wore at the 2016 VMA’s and the really well written New Yorker article. An over saturated image of box T’ wearing fuckbois was threatening to surpass the creative achievements the brand had made thus far, and the SS’17 collection capitalised on this renewed interest. Sponsored by Porn Hub, the lube covered models sported double fronted footwear to walk to one of the best sound tracks of the week by TOTAL FREEDOM. Some trailed ‘pet’ leather bags, one model walked whilst nonchalantly texting on his phone. Towards the end of the show there was a surprise appearance amongst the eclectic street cast models by Photographer Wolfgang Tillmans. Throughout the show there were audible reactions of surprise and delight from the audience (which included Naomi Campbell and Jaiden Smith) who obviously appreciated the triumphant fun and irony of the spectacle. We slowed a few looks down in some gifs we captured from our seat below.
