'AS IF!' Indecent Exposure 2022 Collection Inspired by 90's Cult Classic "Clueless"

The Mexican lifestyle brand takes inspiration from 90’s cult classic “Clueless” for its brand-new collection, with many tongue-in-cheek references to the film, where varsity-inspired designs and the brand’s classic sex-infused essence meet halfway, for the fifth collection designed by Noé Roa: former Dsquared2 and Project Runway Latin America pupil.

The Inspiration

Indecent Exposure’s 2022 collection is completely inspired by “Clueless” outfits; the Amy Heckerling-directed film starring 90’s idol Alicia Silverstone. A cult classic that’s become a time capsule for the era’s fashion & aesthetic.

‘Clueless’ premiered in 1995 and had an immediate impact over me, I fell in love with the story, the characters and the way fashion played a starring role along with the film’s stars, creating images that still have an enormous impact almost 30 years later.

The film was a huge box-office hit, and has since become my favorite film and also one of my ‘happy places’, and that is the reason way I decided to inspire this collection in something that has been close to my heart for so many years, and where I wish to pay tribute through each design to something so special to me.

The Campaign

‘AS IF!’ stars Mexican models José Carlos Ruiz and Adrián Weber and the concept behind the campaign is quite simple; we wanted to recreate the essence of the dynamics between Cher (Alicia Silverstone) and her BFF Dionne (Stacey Dash) in a male version, in places and situations that make you think of iconic scenes from the film, such as Cher’s home or the high school’s tennis courts.

The campaing was shot by the talented young photographer Fercho Navarro in private locations as well as the beautiful boutique hotel Masión E. Borbón in León. Navarro’s eye for photography was trained in Mexico and Spain, and his talent has allowed him to work on important projects for Netflix Spain and have his work featured in magazines and websites such as Vogue Italy.

The Collection

Indecent Exposure has gained popularity as a swimwear and beachwear brand, ‘AS IF!’ becomes a pivotal point for the Mexican brand, as it is the medium for the introduction of a wider range of products, ranging from basics to athleisure as well as the brand’s classic swim range.

This time around we worked mostly with sporty fabrics, Colombian spandex and ultra-dry repelents. The color palette includes yellow, magenta, royal blue, mint green, black and white, as well as bespoke prints exclusively designed for this collection, which remind us of some of the most beloved elements of the film such as Cher’s plaid outfit, her loqued-out jeep, Tai (Brittany Murphy)’s favorite song, the iconic shopping bags of Rodeo Drive in the 90s and the leopard print that Dionne rocked like no one else.