What is Rick Owens doing?

What is Rick Owens doing? He's being Rick Owens. Rick Owens times Moncler just dropped and everyone's talking about the kissing. But if you know Rick Owens, this is exactly on brand. The kissing isn't about kissing for shock's sake, it's talking about a deeper message. It's about vulnerability, intimacy, and human connection. Rick Owens often strips fashion down to the body and the emotion. This feels confrontational, but that's the purpose. Why this campaign just screams pure Rick Owens. Rick Owens' world that he's built is all about avant-garde, sexual, spiritual, and uncomfortable by design. That is the Rick Owens world. He constantly challenges gender norms, beauty standards, and most importantly, luxury expectations. And kissing equals a rejection of the cold commercial fashion content. Because most fashion companies, especially for campaigns, they don't show kissing. And Rick Owens is standing in the gap and saying, no, I'm going to show this as a luxury fashion brand. It adds to his avant-garde aesthetic. Rick Owens vs traditional luxury. Traditional luxury is all about perfection. Rick Owens is all about rawness. So putting intimacy into a Moncler collaboration is so intentional. This disrupts how we see outerwear plus protection. Why Moncler makes sense for Rick Owens to do a collab with. Moncler equals protection, armor, and insulation. And Rick Owens completely flips that by showcasing outer armor and inner vulnerability. The contrast of the two brands makes the moment ten times more stronger and demonstrates fashion as a concept, not just a product. It is way more than the product when you're building fashion and you're building these worlds and your campaigns. The clothing is just a ticket into the world. So if you buy Rick Owens clothing, arguably buying a ticket into the Rick Owens world. You're showing the world like, hey, this is what I express and this is what I associate myself with. Rick Owens continuously doubles down on this world and he creates it even more on so many different levels, which for people who love Rick Owens, love this type of stuff. Avant-garde is not weird. It's supposed to challenge, disrupt, and make you think. That's the whole point of avant-garde fashion. It's not using traditional elements, traditional silhouettes, traditional designs. It is stepping outside of the box and making things untraditional, out of the ordinary, completely raw, which is what makes it new every single time because you haven't seen it. So if this Rick Owens campaigns feel strange, it's working. Rick Owens isn't worried about dressing the masses. He's worried about developing a belief system and doubling downing on the Rick Owens world he has built. This drop isn't about sales alone. It creates conversation, emotion, and memory, and that's how cult brands are built. So I don't know if I'm going to have my girl kissing another man in a campaign just to prove my elements of fashion, but I 100% respect Rick Owens for doing that because he had his wife, Michelle Lamy, kissing all these other men. I'm like, damn. Power to you, Rick. Power to you. But overall, if you haven't, definitely check out the Rick Owens collab with Moncler. It is definitely a different campaign and definitely highlights on a lot of key points that I touched upon today. If you felt like this video was helpful, follow my page for more. I'll be dropping more news on the culture.