PPQ Dish On Their Sophisticated New Direction In Campaign Video, Blackout: EXCLUSIVE INTERVIEW

12 July 2012 by

Last night PPQ’s design duo Amy Molyneaux and Percy Parker hosted the premiere of their new film at London’s W Hotel and today, Grazia Daily brings you an exclusive first look (scroll down to watch). Directed by Liam S Gleeson, Blackout introduces the new-look PPQ girl that we saw on the catwalk in February - she's grown into a more demure, sophisticated style and likes to wear dainty heart-shapes on her cheekbones. We like.

In the video, Mrs PPQ can be seen modelling the Brit brand's Autumn / Winter 2012 collection, including those embellished leggings, shapely hooded coats and romantic eveningwear, against a backdrop of monochrome and mirrors. The design duo describe it as a vision into a world on the other side of the party. Ooh err. 'Working in a film format has enabled us to portray the PPQ girl in her world off the catwalk,' says Amy. 'It brings another emotional level to our brand.' We took it upon ourselves grilled the pair on their new direction...

Grazia Daily: What made you decide to make this collection more grown-up?
PPQ: It's not necessarily that the collection is aimed at a different age group but that the general attitude of girls right now is more focused and it's portrayed in a more sophisticated silhouette. Baby doll dresses will come again but right now the waistines have been tighter and more reserved.

GD: Why did you choose to create a video this time?
PPQ: We wanted to push ourselves in terms of how the collection is illustrated and working a film format added a new emotional level. We say the garments working in a new way. And there is obviously something magic that happens through the lens when you take a photo or create film.

GD: Which is your favourite piece from the collection?
PPQ: It changes, seeing how stylists interpret different pieces and take them in to new realms. The collection as a whole is what we created and then you see a coat get shot in the desert and a whole new though process starts.

GD: Who is your current muse?
PPQ: We don't have one specific muse; she's a girl of self confidence & mystery. Being enigmatic I find is a more attractive state of mind.

GD: Which of your celebrity fans can you see wearing the pieces?
PPQ: All of them, there is a piece for each and every one. A/W is the times we get to work heavily on outwear so there is a lot of layering and options.

GD: How would you describe PPQ's signature style now?
GD: As it was before but with a new silhouette and some longer lengths. We also have our history to draw upon and know ourselves and our brand inherently.

So click play below to get involved in the PPQ party...

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