The coup d'état of Pièces Uniques for its FW25 collection The silent revolution of contemporary clothing presented by Edmond Luu
The FW25 collection from Pièces Uniques, titled “Coup d'état,” is far more than a mere clothing proposal: it is a manifesto inspired by the personal history of its creator, Edmond Luu. Born from an intimate conversation with his Vietnamese grandfather and war stories, this collection is a refined exploration of strength, heritage, and cultural change. Far from excess, the line presents itself in its most distilled form, revolving around architectural clarity and deliberate minimalism. The silhouettes are elongated and clean, dominated by precisely lined coats. The wardrobe is a play of contrasts: furs bring weight and grandeur, while denim is revisited with painted or mud-stained treatments, transforming the scar of endurance into a form of art. This tension between heavy and light, raw and polished, embodies the essence of a coup d'état as cultural change: dismantling the old to build the new.
This profound narrative is extended through a masterful campaign shot in Japan, designed and directed by Luu himself and captured by photographer Camille Ducol. The film features five archetypes of the Pièces Uniques man (the Elder, the Artist, the Free Spirit, the Dreamer, and the OG) who together form a mosaic of values and attitudes defining the house’s universe. The cast, bringing together acclaimed Japanese actor Shun Sugata (from Kill Bill and Tokyo Vice) and social media phenomenon Yone (boxing master and former Bosozoku), creates a fascinating bridge between tradition and modernity, discipline and subversion. It is not just a character study, but a cultural ode where fragments of individuality merge to express collective transformation.
The campaign positions Pièces Uniques beyond a mere fashion house; it emerges as a platform for cultural change. While the collection itself reflects past struggles for liberation, the campaign transposes the concept of “Coup d'État” into a call for the present. It urges the new generation of creatives and dreamers to claim their space and rewrite inherited narratives. In this vision, the coup d'état is reinterpreted as a revolution of ideas, forced yet silent. Emancipation is neither theatrical nor loud, but rooted in the act of coming together, daring to imagine alternatives. The message is clear: youth is no longer tomorrow’s promise but today’s active architect, shaping culture on its own terms.
