Playgrounds

Nostalgia [no-stal-juh, -jee-uh, nuh-]
A wistful desire to return in thought or in fact to a former time in one’s life

 

The old photographs, the rock and roll tunes by Nirvana, and perhaps that poster of Kurt Cobain stashed at the back of your closet – they evoke a certain unexplainable feeling, the tugging of the heart string, and a bittersweet reminiscence of what we call “our glory days”. Nostalgia causes us to miss those days of freedom where we would roam the streets like we own it, and dance till the sun sets like there’s no tomorrow.

Once again, the cord of nostalgia was struck when we received the news on Feiyue’s campaign for 2012 – Playground. Well known for capturing an authentic vintage charm and raw, old-school street vibe in it’s campaign, the French shoe label gives us yet another new take in it’s fourth chapter of its journey. Having conquered Asia and Europe since it’s launch in 2006, the brand left to conquer Los Angeles, this time, bringing the nostalgic feel of the spring break road trip we all covet.

Cruising through the West Coast, Feiyue’s 2012 campaign, Playground, evoked a sense of free-spirited teenage freedom. Directed by Estelle Rancurel, who has been working with the Feiyue team for four seasons, the crew ventured away from the studio for a trip, staged in three parts, starting in Venice Beach, continuing to the Californian desert and finishing on a residential neighborhood in Los Angeles å la California-dreaming style.

Accompanying Playground is the brand’s new SS ’12 collection which consists of over 100 different styles of unique, trendy and comfortable everyday footwear. The bright pop of colors, preppy whites and rebellious high-cuts is a reminiscence of a high school class photograph, with a variety of styles to represent each individual.

With the wind in their hair, the Feiyue team certainly stirs up the nostalgic feel in all of us with Playground. We’re definitely looking forward to scoring some new kicks from their new collection. I know I’ve got my eyes on the Saddie! Perfect Sunday footwear.

For cool behind-the-scenes footages of Feiyue’s shoot for Playground, do check out our Facebook page