Wearing Raf Simons, is primarily an attitude. The message he wants to convey is the pride of individuality, coupled with his deep desire to be different, to think outside the box. He strongly disregards the narrow-minded dictatorship of the fashion industry. He is against following the trends. He sets his own rules inspired by street styles. The fashion shows take place in rather unusual places – in the street, on the roof of a garage, in a parking lot or on a bridge. This is exactly what the fashion industry needs nowadays : A little kick to get out of the routine.
“Today, everything is about marketing, and therefore everything looks the same. I need my collections to be different. I have no such desire to make a collection with floral prints next season just because it is trendy ” Raf Simons