In a modern world gone mad, memories and notions of the past enchant us with increasing power and potency. Nostalgia is the current that runs through our memories, infusing us with inspiration and imagination.

Midnight Rodeo’s Persistence of Memory transports us to a realm that celebrates the movement of time through an aesthetic rooted in reflection. Referencing the surreality of time as explored by painter Salvador Dali, the young brand’s first runway collection is steeped in nostalgia but designed to inspire memories yet to occur. 

The collection itself draws from a rich tapestry of tonal hues to illustrate its vision. Brown jeans accompany a vibrant vest with python-print. Red work jackets meet cognac boots and cream trucker caps. Warm-colored cardigans with shaggy textures are donned with checked trousers. Black is a given. Leather is a staple. Glasses are essential. The iconography of musicians, nightclubs, art, and personalities of the past are well and alive through Midnight Rodeo. A hint of 70’s rockstar debonair. A tinge of Cobain-esque effortlessness. But most importantly, a desire to recreate the sentimentality and charm of the past while charging towards an uncertain future. 

Segueing back to the collection name and ethos, phrases such as “The days run away like wild horses over the hills” and “We are running out of time”, grace vintage-washed hoodies, shirts and caps and evoke feelings of nostalgia and urgency to cherish every fleeting moment. The location, Georgia Room, a promising nightclub housed in the historic Freehand Hotel, is integral to the Midnight Rodeo story. The setting was fitting for a brand whose founders met in a similar environment and whose clothes have already navigated into nightlife. The Midnight Rodeo muse is ready for a wild ride.

Midnight Rodeo’s range is a merging of seductive nostalgia with an ever-unfolding reality and its wares are animated to explore this convergence. Charged with western motifs and cinematic energy, the marriage of old and contemporary is present in every article of clothing from bootcut embroidered denim to the casino-themed camp collar shirts. The glasses which adorned their models are part of a collaboration with French eyewear savant, Thierry Lasry, and pack a visual punch that tastefully highlights the wearer. Peering past the clothes however, Midnight Rodeo’s Persistence of Memory is an exploration of the beautiful mystery of time.