Introducing my first Mix & Match – Fashion & Music. This concept makes sense for me because fashion has a close link with music. Hearing sense is often tickled on catwalks, advertisings, social media, for instance. Above all, fashion is a complex universe that integrates […]
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Practising fashion as way to express what’s in your head. 👁️ Platform is often focusing on fashion players that put at the center of their identity their ability to mix multiple fields. Natalia Alaverdian, Founder and Creative Director of A.W.A.K.E is truly one of them. […]
Introduction to a pure, playful and modern photographer
Janneke Van Der Hagen is a dutch photographer who studied at the Academy of Fine Arts in Breda until 2008. It is hard to find relevant information about her, however, her work can tell us a lot about her conception of fashion .
Besides her undisputable technic, she is redefining fashion photography standards. At first, her work can appear as simple, however, when you pay attention to details you might see a lot of singularities. By playing with the body, she gives a refreshing vision that uses a special luminosity. The final result is a mix between realism and surrealism. Also, Janneke is remodeling « nature morte » scene with a lot of delicacy. She is able to take different subjects with pureness and mold the whole to a authentic vision: it is her signature. Her photographies put the time on hold. She is not only working on fashion which makes her even more special.
One of my favourite set is the Jaeha AW17 photo shooting. The collaboration between this clever artist and the London based fashion label is really coherent. The configuration is highlighted Jaeha’s collection. Still, this feeling of fluidness and adjournment is present.
Take a break an enjoy this moment out of time…
Jaeha – Autumn/Winter 2017
Numero FR – « Fleur de rocaille »
What I especially love in fashion is brand’s commitment 👁️ Edun is a good example of how to express a true commitment in the fashion industry. This brand has been created in 2005 by Ali Hewson & Bono (the famous U2 Singer). In April […]
Have you seen the latest communication campaigns in the Fashion industry? Have you noticed how authenticity is becoming the main argument?
I don’t know if it’s a reality, although, this had me wondering. During many years, fashion and trends were in total association with specifics criteria such as thin, tall, white…
Nowadays we can see plenty of differences in terms of shapes, colors and faces in the fashion industry. I think, as many phenomenon, this can be explained by the evolution in our society. By evolution, I mean the way people think and see the social lifestyle. We come from a long journey.
After the financial crisis in 2008, the conception of life was deeply changed. People have come to understand the weaknesses in our society. The capitalism had appeared as a curse that consumes the humanity. People were selfish and dehumanized in this context. Turns out, that people were bored about this tense atmosphere. It is hard to fully blossom in an society where hope is not a possibility and greed is the main value. This crisis brings a new philosophy that takes place in many areas. The notion of consumption has changed to become something that involves commitment. People want to find a cause to be involved in. They are all looking for different feelings, but they all need to consume something that reflects their values, ideas, and conceptions.
Because of this social phenomenon, brands need to follow the same flow. It means that their communication, their storytelling is driven by a fundamental term:Humanization. This process takes various forms such as personalization, intellectualism… I’m going to give you some examples. Suzanne Rae : The Real Philosophy – Autumn Winter 2017. Suzanne Rae is an emerging brand from Brooklyn created six years ago. This is a good example in terms of using authenticity as the main communication message. The designer, Suzanne Peleaz is trying to talk to the modern women by using concepts that redefine fashion and luxury. With a feminist philosophy, the brand creates minimalist outfits that are relevant and functional for women. This idea is the opposite of some fashion conception holding by brand such as Chanel, where the main utility of a outfit is to be beautiful, without thinking about the well-being of women or the impact on environment. By creating wearable collection, Suzanne wants to show that fashionable can be associated with making women feel comfortable in their outfits.
Vetement : « Exploring Reality » – Autumn Winter 2017. Demna Gvasalia, the little favorite in fashion industry these days, is taking the same path in terms of authenticity. For his fashion presentation at « Le Centre Pompidou » in Paris for his AW17 collection, models were replaced by everyday people. This fashion show was a pageant of stereotypes available in street. From the « bourgeoise » old lady to the wild punk, many profils were represented. A rich mix of looks and atmospheres. This show was not only about fashion, it gave the opportunity to read our society throughout outfits. In my opinion, this fashion show went above the regular representations. Demna has shown us the social role of fashion.
Today is about Afrofuturism
I always have been fascinating by African culture and history. Perhaps because of my origins. Therefore, when I see a fashion label that promote this continent, I’m always receptive. I know, I can’t say that I am totally objective. However, I think there is a real richness and uniqueness in Africa. Regrettably, Africa is often underestimated because of many reasons such as the colonization. Yet, this continent has plenty of unique fabrics or a savoir-faire to share.
Super Yaya, created by Rym Beydoun born in Abidjan, is a great exemple of the singularity of fashion in Africa. After a year studying womenswear at Central Saint Martins, she decided to reconnect with her West African roots. She wants to make an african label that is accessible and affordable with its own ready-to-wear pieces and its bespoke methods. Beydoun’s goals is to make people realize that Africa has its own special features and should be taken as seriously than Western countries on many aspects. During an interview for Dazed, she said that « Super Yaya is very surreal…it’s a world I create in-between things like past and future, west and east.”
Super Yaya was a way for Rym to bring couture online. In the same interview for Dazed, she explained that nothing really happened those two decades in fashion. » I feel like there’s a kind of individualism that is really lost« . By creating her brand she wants to show the particularities of african fashion out of all the clichés western countries have on this topic.
She’s been inspired mainly by motocross outfits because of the cosmic aspect. According to her, those apparels are surrealism and that what make them so unique. Besides this, her inspiration came from politics and social condition in general. That’s why, I deeply appreciate this label: Rym is mixing fashion with other fields. This is not only about outfits, trends… It is a relevant way to re-shape the image of the african fashion around the world.
100% Super Yaya it means 100% of authenticity and genuine fashion. « Africa is almost never portrayed in progress or in advance, only in delay and in standby, which are stereotypes I wanted to break » R. Beydoun.
When styling is a mix of lo-fi, sophistication and boldness 👁️ Georgia Pendlebury is a freelance stylist and the creative director of the well-known publication Novembre Magazine. I deeply love this magazine because of many reasons such as their selection of photographers, fashion labels and […]