For his latest collection, Ronnie Fieg is pulling from the screen, big and small.
“My passion for film started at a young age. It’s shaped the way I see visuals and tell stories and both those things are very important to me and the brand,” Fieg, the founder and creative director of KITH, recently told Vanity Fair via email.
So, it only made sense that Fieg (who counts The Godfather as his favorite film: “No joke I think I’ve seen it over 150 times.”) would turn to Hollywood to bring his designs to life, casting actors like Adrien Brody, Steve Buscemi, Bobby Cannavale, Michael J. Fox, Michael Imperioli, Ray Liotta, and Michael K. Williams in his campaigns.
Giancarlo Esposito is the latest face of KITH, modeling the brand’s summer ’22 collection in a sun-dappled campaign photographed at the Goldstein Residence, a Los Angeles landmark designed by architect John Lautner.
Courtesy of KITH.
Courtesy of KITH.
“He’s an incredible actor, and I’ve been a fan of his work for a long time,” Fieg said of deciding on Esposito to showcase this season’s looks. “The first time I remember seeing him was as Buggin’ Out in Do the Right Thing, but he has so many incredible roles. Mo Better Blues, Malcolm X, and Ali are just some. But there’s really nothing like his portrayal of Gus Fring from Breaking Bad. I think Fring is a top 5 villain in any movie or television show. Always relaxed, always dialed, you thought he was unbeatable.”
While his acting chops may have initially drawn Fieg to the Better Call Saul fixture for the project, it was his demeanor off-screen that really spotlighted Esposito’s range.
“Meeting Giancarlo in person really showed me how talented of an actor he is, because in real life he’s so charismatic and outgoing. So different than Gus,” Fieg remarked. “Working with him was a lot of fun. We’ve been texting with each other since the shoot.”
And just as viewers are used to seeing Esposito beam on camera, he radiates a different kind of energy in the campaign; lazing around the Goldstein Residence on a hazy day, gazing out and over the Los Angeles skyline in a way that seems to capture the possibility and lethargy synonymous with sultry summer days.
“I loved shooting there,” Fieg said. “The location sets the tone for the emotional connection. It really felt like we were shooting a movie because of how beautiful the space was and how cinematic the shots were coming out.”
Meanwhile, the Goldstein Residence, which has been featured in films like The Big Lebowski, Charlie’s Angels: Full Throttle and more, did more than serve as a backdrop. The property itself influenced pieces like breezy button-downs and swim shorts in bandana and vintage floral motifs.
Courtesy of KITH.
Courtesy of KITH.
“When we design collections, it’s heavily inspired by where I see it being worn. The Goldstein Residence, where we shot the campaign, was the perfect setting for the product. It’s also an iconic film location so it married those two worlds for me,” Fieg said.
With temperatures rising and his latest collection now available, Fieg hopes to glean a bit of inspiration from his summer travels.
“A lot of the color palettes I’ve used on products or collections have been inspired by different spots I’ve visited. I’m celebrating my 40th birthday this summer and I’m looking forward to traveling and relaxing with my wife for a couple of weeks,” he said.
And hopefully, also watching a couple of movies.