Kim Petras Wants It All at Opening Ceremony

Kim Petras Wants It All at Opening Ceremony

In a new ad campaign, Kim Petras thrives at her new retail job.

In a new ad campaign, Kim Petras thrives at her new retail job.

Text: SAMUEL ANDERSON

In a new campaign for Opening Ceremony, pop singer Kim Petras has landed a coveted role—working the floor at the brand's flagship store. Shot on location at Opening Ceremony, the campaign follows Petras as she vamps in the aisles, works the register, and samples the merchandise from the latest collection.

While steaming garments doesn’t come with most pop stars’ job descriptions, the campaign’s concept was somewhat inspired by true events; Petras and her real-life creative director Matthew Mazur, who styled the campaign, share an abiding appreciation for the downtown fashion institution. In fact, it was an Opening Ceremony sweatshirt that sparked their relationship. “I will never get this image from out of my head as that was the moment I thought, I need to get in touch with her,” Mazur recalls. “Kim wore an oversized hoodie from the OC Seaworld collection when she performed in Los Angeles with Charli XCX."

Like many in fashion, Mazur, who moonlights as a DJ, has passed through the doors Opening Ceremony for years. “I actually applied to work there when I was going to Parsons and they didn't hire me,” he says. The store’s seal of approval has long been a touchstone of aspirational coolness; Alexander Wang sold his line there as a young upstart, and as did Chloe Sevigny with her first major fashion foray.

So does the campaign foreshadow an official collaboration between Petras and the fashion industry? Despite Petras’s heightened passion-for-fashion persona (her first hit was an ode to conspicuous consumption) Mazur says she’s content to be an OC girl for now: “[It’s] not necessarily [a rite of passage], but it's a pretty good place to start.”

Photographer: Oscar Ouk / Courtesy of Opening Ceremony Stylist: Matthew Mazur
Credits: IMAGES COURTESY OF OPENING CEREMONY

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