The New York–based streetwear label, A.P.C, pays tribute to the Nike-founder-turned-leading fashion designer on its logo and a key visual
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On the anniversary of Kanye West’s album The Life of Pablo, the streetwear label A.P.C is offering tribute to West’s commercial partner in the fashion world: Virgil Abloh. The label, which dates to 1973 and was started by Jean Touitou, has paid tribute to Abloh on its new logo and logo font and in its black and white Sunday Service ad, which showed Abloh’s face surrounded by coloured stars.
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A 2004 photograph that could be used on Sunday Service was the first “visible thing” A.P.C appeared to use as a logo, according to A.P.C. head André Courrèges. The photo was then placed on a black background and the artist’s face, lit from behind with a sunny smile, was hand-drawn. A lit sky outlined the image.
“I think Virgil really uses colour in such a unique way, so I think it fit with what the label is all about,” Courrèges said.
“The positioning of his head against the stars allowed me to improvise.”
Abloh, who has had a hand in designing A.P.C’s collections since 2009, is credited as A.P.C’s creative director. His figures and colours stand in contrast to the company’s signature colours of green, blue and white, which give the logo its colour. “This was his [Abloh’s] design idea, and I gave him some help with the DNA of the brand,” Courrèges said.
Abloh’s signature involves mixed media work such as his fabric and stitching at the AW11 men’s runway show. In addition to Gap, West’s Yeezy clothing line and Courrèges, Abloh has worked with brands including Converse, Vans and Stussy.
In 2017, Abloh was appointed creative director of NikeLab. In his first creative director role, Abloh has appeared alongside Virgil Abloh in Nike’s adverts and given presentations to buyers.
“He is now really in control of his own destiny,” Courrèges said. “He is really in the forefront of contemporary design.”