Fashion aims to be disruptive, it's also about recycling a look or a style from the past and making it current. With their new campaign, luxury French fashion house Kenzo does both, tapping '90s pop star Britney Spears as the face of their new advertising campaign.

Although Spears is a well-known name, she's not part of the mod squad (Gigi, Bella, Kendall, Cara) who are the usual faces of the major luxury fashion houses.  She's also not been associated with high fashion in the past. But this out-of-the-box choice shows fashion is all about changing perceptions about what fashion is.

And according to Kenzo it's a '90s princess of pop rocking head-to-toe denim including a pair of thigh-high denim lace up boots. Kenzo teased the release of the campaign over Twitter and then finally released campaign images on the 'Gram overnight.

Britney Spears for Kenzo. Image @kenzo


Kenzo also released a new campaign video starring Ms Spears, which you can watch below: 

Kenzo goes back to the ‘90s tapping Britney Spears as their face