Instagram/@laurenlondon
Picture Day is a worldwide project produced by Fear of God X Major League Baseball in conjunction with director Calmatic. It involves a cinematic campaign film to appear on all channels, featuring a masterpiece of Lauren London in exclusive Seattle Mariners merch. The image evoked an immediate response of nostalgia and anticipation from the followers.
Advertisement
The project was announced by a behind-the-scenes look at the Calmatic-directed film sharing on Lorenzo’s Instagram, shot by a collective named @name___date___. The image is of a gloomy, stadium-like setting with London in her “Seattle Essentials” navy hoodie—a product that instantly became the focal point. The cinematic look evokes the ideas of sportswear, haute couture, and memory—yet very much what Fear of God stands for in design.
Within hours, responses buried the product intermittently in the emotional and cultural weight carried by the Seattle Mariners cap and hoodie. “NIPSEY FAVORITE CITY TO EVER COME TO WAS SEATTLE!!!! BEEN KNOWN! 💯 real nipsey fan not just after he passed! LONG LIVE NIP! 🕊️🙏,” one user said about the tribute, illustrating how the collaboration strikes broader narratives of legacy, place, and remembrance-being themes Lauren London and the late Nipsey Hussle are notoriously associated with.
“Subtle gang reference I see what you did there lol,” another commented while previewing that clever styling and cultural resonance. Detail-oriented engagement like this shows how Lorenzo’s work operates on multiple levels, addressing street culture, sports nostalgia, and high fashion all at once.
The rest of the comments were basically an “I want this now” for the merch vibe. “I need this sweatshirt rn!!!” a fan exclaimed, truly capturing five seconds after the collaboration-induced consumer hysteria. “Need this for a Dodger 💙 Game!!” was another fan bellowing, hinting at possible future releases for other teams.
The huge love and support for Lauren London coming in as the face for the first teaser: “Hang in there LL 🔥”, encouragement for her being strong and flying high. “Lauren I know but u are my celeb crush 😍😍😍,” another said matter-of-factly.
This nostalgia-filled nostalgia, awash in memory-laden waters stirred by subtle aesthetics and a couple of cultural references to the Seattle Mariners cap-and-hoodie in London and Nipsey, may very well be a major reason so many have jumped on board for the collaboration.
Jerry, who is especially known for his ultra-minimal happy soul marks, brings subcultural sentiment into the limelight once again. His collaborations are less about product drops and more about cultural moments, and his loyal audience greatly appreciates this. “Always A+ with the soundtrack,” a follower commented, probably referring to the sound aesthetics that accompanied the visuals.
Advertisement
Put simply, early launch reactions rank “Picture Day” among the greatest successes of Fear of God on record: A fusion of extremely raw emotions paired with sheer beauty and unison in identity. It’s never about just clothes for Jerry Lorenzo; it’s a very personal, very emotional expression. And with Picture Day, he’s made nostalgia for all to wear that spills far beyond the picnic turf.