ETUDES X BEAVIS AND BUTT-HEAD
In tandem with this season’s vision around the balance of life on-screen and off, ETUDES unveils a new collaboration featuring MTV’s American cartoon satire Beavis and Butt-Head that taps into the realm of 90s pop culture.
Harnessing the spirit of the times, the campaign shot by photographer Peter Sutherland explores American Dream narratives of suburbia and youth culture. The capsule echoes this season’s critical exploration of popular culture, delving into television and screens’ influence on our identity development. During its initial run in 1993, Beavis and Butt-Head received widespread critical acclaim, particularly for its satirical commentary on society.
The masters of snark — who left their imprint on that generation from the comfort of their couch — appear embroidered and silk-screened on a series of shirts, denim jackets, hoodies, and caps.