If rumour is believed, the earliest A.P.C. denim offering was the result of Jean Touitou’s personal dissatisfaction with the jeans market in the late 80’s. Rejecting the era’s excitement for excess, the creative director instead produced a simple, unbranded silhouette using Japanese raw denim.
Fast forward 20 years and the original ‘Standard’ was rebranded as the ‘New Standard’ on account of some tweaks to the waistline, followed in 2014 by the introduction of stretch denim, which birthed then the ‘Moulant’.
Slipping into SS16, this week the French label drops a third play on the initial moniker, the ‘High Standard’ – a pair of high waisted stretch denims – accompanied by a series of suitably subtle jackets and skirts. The respective campaign, pictured above, likewise taps into the brand’s modern connotations of sartorial classics.