2018 · Collections · Films

Play to Win

SS18: life is short, play to win. The campaign film, the lookbook and the street.

Fifty Karats SS18, Play to Win

Life is short. Play to win.

The SS18 collection came out on 23 June 2018. The campaign film starred @onlybbknight, set to a song by @navy90k.

Play to Win, the SS18 campaign film

Red

The red Make Money Not Friends hoodie
@onlybbknight in the red Make Money Not Friends hoodie, photographed by @xavierluggage
The red Make Money Not Friends hoodieThe red Make Money Not Friends hoodie
Cool is Mac (@thecooolismac)

The lookbook

Fifty Karats SS18 lookbookFifty Karats SS18 lookbook
Fifty Karats SS18 lookbookFifty Karats SS18 lookbook
Fifty Karats SS18 lookbook
Fifty Karats SS18 lookbookFifty Karats SS18 lookbook
Twelve’len in Fifty Karats SS18
@twelvelen for SS18

The street

The same month the collection was out on the street, from New York to London Fashion Week. Yes Julz wore it too.

Fifty Karats SS18
@nyclavish, via @vakkusociety
Fifty Karats SS18 in LondonFifty Karats SS18 in London
London, June 2018

Campaign film featuring @onlybbknight

Song by @navy90k

Photos: @xavierluggage and Fifty Karats

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