EVERYTHING COUNTS: 032c Readytowear Spring/Summer 2025
032c launches EVERYTHING COUNTS, the Spring/Summer 2025 collection of 032c Readytowear with a runway show during Men’s Paris Fashion Week at the Institute du Monde Arabe.
PRESS RELEASE
I’m not interested in living in a fantasy world. I’m interested in living in a world where antitheses can exist simultaneously, where every fragment is considered, ascending to one thought, a world where everything counts.
The production of fantasies is inherent to the creation of garments; designing clothes is like designing dreams. EVERYTHING COUNTS does not want to sell utopian reveries that are hermetically closed off from the world, it has the contemporaneous existence of differences at its core, taking everything into account because everything counts. The collection consists of distinct fragments from everyday life that become one idea under the framework of EVERYTHING COUNTS—seeming profanities that turn into something sacred as they rise to build one thought.
In continuation of creative director Maria Koch’s Fall/Winter 2024 collection, Spring/Summer 2025 also ruthlessly tackles timelessness and admires observation and objectivity over opulence, and silence over decadence, while acknowledging that they can all co-exist. EVERYTHING COUNTS is an anti-Zeitgeist uniform that shuns seasons and where minimalism is hardcore. Waists have been dropped further, silhouettes have become tighter, decisiveness and precision run through the tailoring. Embroidery, colors, and prints are just as likely to reference situations from daily life as conceptual art and theory.
For this collection, Koch collaborated with Georgian-American artist Ketuta Alexi-Meskhishvili, whose cameraless photograph “I am Kurious Green” is used as a print throughout the collection. Making reference to The Fall’s 1998 album I am Kurious Oranj in its title, the artist produced the photograph by placing a piece of found fabric directly onto a film negative and exposing the image with LED finger lights, which are usually used in clubs. Alexi-Meskhishvili thinks of her photograph as a solitary rave in the studio, where anything can happen to make an image—akin to an atelier, where anything can happen to make a garment.
EVERYTHING COUNTS thinks about what can happen when light no longer directly shines, when beauty has to exist independently of perception, when hardcore is transformed into softness without losing its solidity and sincerity. EVERYTHING COUNTS imagines a world where everything can and should count.
CASTING
Under the direction of artistic talent director MONA TOUGAARD and casting director BEN GRIMES, the model casting included Amelia Gray, Alton Mason, Yasmin Wijanaldum, Alex Consani, Colin Jones, Meadow Walker, Gabbriette, Saunders, Casey Spooner, Paul Hameline, Ottawa Kwami, and Stella Maxwell, among others.
ATTENDANCE
The show was attended by Rich the Kid*, Andro Wekua, Ketutata Alexi-Meskhisvili, Jack Lang, Bill Kaulitz, Jaren Jackson Jr.*, Tina Kunakey*, Guram Gvasalia, Hugo Comte, Will Welch, Jacob Gallagher, Gro Curtis, Stylenotcom, MJ Harper, Reese Laflare*, Destroy Lonely, Marc Forne, Luka Sabbat, Arthur Kar, Sarah Andelman, David Fischer, Benjamin Huseby, Serhat Işik, Petra Collins*, Smino*, Zack Bia, Kelvyn Colt, Shy Glizzy*, Adekunle Gold*, SadBoi*, Ken Carson, Steff Yotka, Alex Kessler, Elevator Boys, Thea Djordjadze, Jill Mulleady, Patricia Manfield, Evan Mock*, Shameik Moore, Fiona Zanetti among others as well as the two current 032c cover stars Varg²™ and Loli Bahia*.
*Dressed in 032c. See all photos and more behind-the-scenes content HERE.
MUSIC
Directed by Michel Gaubert (N.O.I.S.E), the runway soundtrack featured EMERGE (2001) by Fischerspooner (Casey Spooner was also walking) and MODERNIST SURVIVAL UNIT (2024) by Wolfgang Tillmans.
PRESS
HYPEBEAST
“Koch’s timeless vision for 032c came alive effortlessly, spread across well-built outerwear, feminine suiting, and denim co-ords that transition from day to night.” - READ MORE
VOGUE BUSINESS
“A polymathic force in the fashion business, 032c is sleek, fiercely creative and has a uniquely German dose of hard-edged cool.” - READ MORE
WWD
“The Anti-zeitgeist Uniform [...] Koch’s production design decision was intentional, to show that beauty must exist independently of perception.” - READ MORE
PARTNERSHIPS
For the Spring/Summer 2025 collection, 032c partnered with CUPRA as mobility partner, COPENHAGEN STUDIOS for footwear, Berlin-based eyewear brand MYKITA for the Toto sunglasses, SCAROSSO for shoes, MAC COSMETICS for makeup, and WELLA for hair.
RUNWAY PHOTOS
Look 1/48: Amelia Gray
Look 2/48: Casey Spooner
Look 3/48: Mona Tougaard
Look 4/48: Alex Consani
Look 5/48: Alton Mason
Look 6/48: Viktor K
Look 7/48: Evie
Look 8/48: Sacha Quenby
Look 9/48: Emilio Valladares
Look 10/48: Tass Sarr
Look 11/48: Colin Jones
Look 12/48: Yasmin Wijnaldum
Look 13/48: Mohamed Hassan
Look 14/48: Teun van Stein
Look 15/48: Meadow Walker
Look 16/48: Ottawa Kwami
Look 17/48: Ine Michelman
Look 18/48: Habib Masovic
Look 19/48: Igor
Look 20/48: Haoran Xu
Look 21/48: Nizar Talal
Look 22/48: Gabbriette
Look 23/48: Heather Diamond
Look 24/48: Mary Ukech
Look 25/48: Haojie Qi
Look 26/48: Paul Hameline
Look 27/48: Mika Schneider
Look 28/48: Sacha Quenby
Look 29/48: Stella Maxwell
Look 30/48: Colin Jones
Look 31/48: Long Li
Look 32/48: Emilio Valladares
Look 33/48: Evie
Look 34/48: Agel Akol
Look 35/48: Teun van Stein
Look 36/48: Mohamed Hassan
Look 37/48: Ine Michelman
Look 38/48: Ottawa Kwami
Look 39/48: Ying Ouyang
Look 40/48: Igor
Look 41/48: Viktor K
Look 42/48: Heather Diamond
Look 43/48: Alex Consani
Look 44/48: Yasmin Wijnaldum
Look 45/48: Haoran Xu
Look 46/48: Jane Moseley
Look 47/48: Nora Attal
Look 48/48: Nizar Talal
Credits
- Creative Director: MARIA KOCH
- Styling: RAS BARTRAM
- Artistic Talent Director: MONA TOUGAARD
- Casting Director: BEN GRIMES
- Music: MICHEL GAUBERT (N.O.I.S.E)
- Hair: KARIM BELGHIRAN (WELLA)
- Makeup: ANGELO RAUSEO (MAC COSMETICS)
- Production: KITTY EVENTS
- Lighting: LIGHTLAB
- Set: JULIE DE MOL @ KITTY EVENTS
- Location: INSTITUT DU MONDE ARABE
- Photography: PAOLO CAPONETTO
- Videography: BUREAU FUTURE
- Press: LUCIEN PAGÈS COMMUNICATION
- Special Thanks: COPENHAGEN STUDIOS
- Special Thanks: SCAROSSO
- Special Thanks: MYKITA
- Special Thanks: CUPRA
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