Mr Jerry Lorenzo’s Five Rules Of Fashion

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Mr Jerry Lorenzo’s Five Rules Of Fashion

Words by Mr Max Berlinger | Photography by Mr Marc Hibbert | Styling by Mr Olie Arnold

22 January 2022

Long before the pandemic made us all stay at home, designer Mr Jerry Lorenzo had been thinking about comfort. Specifically, that being comfortable – in the way you look and feel – was the ultimate luxury. Which is why his brand, Fear of God, prioritises easiness and freedom while still delivering on the style front.

Supporters of the brand – and they are fanatical – flock to Fear of God’s tapered sweatpants, perfectly slouchy sweatshirts and sportif outerwear because it makes them look good and feel relaxed. Looking back, it’s as if Lorenzo knew the future would be one where elegance and comfort converged.

It’s one of the reasons MR PORTER tapped the designer for a 40-piece capsule collection built around the idea of living an authentic, luxurious life. For many, that starts in the wardrobe, in a world where a hoodie is the new power suit and a pair of backless slippers are the new wing-tips. Here, Lorenzo shares some of the secrets behind making a successful brand that has resonated so deeply.

“Our intention with Fear of God is [about asking] how are we freeing our customer up through our proportion, our shapes and silhouettes?” says Lorenzo. “You don’t have to get into this Italian suit, which really wasn’t designed for you, and to be uncomfortable, to say luxury. You can step into something that feels just like your sweat suit felt yesterday. It’s just as sophisticated and we’re doing all we can to free you up to be the best version of yourself.”

“The coolest person is the most individual person, someone who just looks like who they are. I think it’s one of the hardest things to do as a designer, to define a silhouette, define a proportion, define a design language.”

“I use myself as my own research and development because I’ve been working in retail my whole life. I kind of instinctively knew what people were looking for and I never really thought it was based on season or time or trend. It was just based on a hole in their closet. And I felt like if I could solve that need, and if I can fill that hole, it doesn’t matter when it’s offered. And so I was really just betting on myself and the way that I shopped and the way that I wanted to feel when I bought something.”

“When I worked in retail in Diesel in the 1990s, my job was to give you the best thing for your body and for your character and for who you are, instead of giving you the hottest thing. And that’s what we try to do with Fear of God. What we’re proposing is, I hope, not trendy. It’s timeless.”

“As I’m getting older, I’m going to parent-teacher meetings and I don’t want to wear a hoodie. I want to throw a blazer on, but I still want to keep my sweats on. As my life evolves, it informs the needs or, I guess, creates new needs and new desires. That’s why we entered into loungewear recently, because we’re spending a lot of time at home. So, it’s like, oh, I should probably look a little fresher as I walk around the house.”

Play by the rules