Inside KidSuper’s Circus of Control and Chaos

KidSuper is a master showman. At Paris Fashion Week, American designer Colm Dillane has consistently raised the bar for excitement—whether by staging his own art auction or hosting a stand-up comedy special with Tyra Banks. For his S/S 25 show, It’s 'All Up in the Air', he took things to new heights, collaborating with Cirque du Soleil on a high-flying trapeze act. Now, the bold presentation is being followed by a campaign that invites audiences into KidSuper’s very own Big Top.

Shot by Estelle Sweeney, the usual fairground antics are far from frivolous. The puppets from the runway presentation are housed in KidSuper’s red room with the American flag—the ultimate symbol of liberation—taunting their freedom. Control and chaos connects each scene, whether it’s a man being dressed in a signature KidSuper painted suit or an explosive game of blackjack complete with a whirlwind of dollar bills. Each image reflects duality: the control imposed by time and society, and the chaos that comes from self expression that can't be contained.

Still, like everything that revolves around the KidSuper world, Dillane’s signature wit and humour remain at the forefront. For drop two of the S/S 25 collection, Dillane introduces a circus tent beanie—a whimsical topper that perfectly captures KidSuper's distinctive approach to luxury. Juggling hands and balloons evoke the nostalgia of childhood in a scene that's otherwise sombre and eerie. It's a juxtaposition that lends itself to the introspective themes of the campaign, quite literally juggling between lightheartedness and the complexities of modern life.

With the campaign, Dillane’s message is clear: he wants us to reassess our place in the world, the choices we make and why. Through his playful designs and thought-provoking imagery he encourages us to look into how we navigate our existence without losing sense of individuality and the transformative power of fashion.