BILLY LOS ANGELES‘ SEASON 003 is a conversation between designer Holly Jovenall’s parallel lives: one growing up in a rural town outside of Pittsburgh, Pennsylvania, and the other growing from a successful stylist immersed in Los Angeles culture.
SEASON 001 and SEASON 002 established the visual language of these worlds through collections. SEASON 003 explores what eventually led Jovenall from her rural upbringing to her life in Los Angeles. With nostalgia for the transitional and an eye towards the future, SEASON 003 embodies the DIY attitude and style of Jovenall’s childhood contemporaries. These young men fostered their own individual and authentic look using what was available to them locally with echoes of faraway streetwear and hip-hop influences. From skateparks on the outskirts of Pittsburgh to the plaid work shirts her father, BILLY, would buy from the farm store. Jovenall’s influences come from the pieces that were simply part of her way of life.
“When approaching this season, I found a lot of inspiration from archival photographs that myself and my sister had taken throughout our youth, in our hometown of Transfer, Pennsylvania. References to what I can only describe as a fusion of hip-hop culture with Midwest accessibility – this is the vibe I’ve tried to communicate,” Jovenall says.
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