Lcs Quartz : Milan Cool Kids

"I wish that I could be like the cool kids
'Cause all the cool kids, they seem to fit in
I wish that I could be like the cool kids
Like the cool kids"


With the eyes of the so called New Generation f.k.a. Cool Kids that have let go of the kids habit to take up a career.
They are cool, because they are at the best parties, the top events and some are front rows at fashion shows, the last ones to leave the party, usually at dawn but get their few hours of sleep to be up at 9 to rush to the office or a photoshoot etc… they spend their lunch breaks online to check out the latest trends to always be on top.

This “Cool Gen” has the awesome trait of being jacks of all trades, from deejaying to styling to modelling to event organising and doing all successfully with extreme professionalism. And they are also to be super social, everyone wants to be their friends and their are super approachable as well always willing to smile, say hello, engage in conversation and with the ability to cut a conversation politely short to usually run to other events or to jump back on the DJ booth or sort out the shortage of alcohol.

Always effortlessly dressed for the occasion even without trying, mixing the most unknown brands with the high fashion labels, high street brands and street brands, changing styles but keeping their fashion identity.
With this photoshoot we chose to show the faces and hear the voices to the New Generation for the launch of the Quartz by Le Coq Sportif.

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