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Superdry x collection
Collection inspired by New York's street style, it has a focus of "youth, the next generation, making waves and changing perceptions."
I like the edgy and stylish perspective of this collection and the types of garments this concept provides are the type of garments I want to design for this project.
Refining tribe
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Concept DEVELOPMENT
I chose this music video because it explores themes of love and loneliness between people and I wanted to build my concept around the complications of relationships. The director, Wei Han explained that the video was influenced by "2000's Asian pop culture" which I thought linked well to Superdry's Japanese and American influences.
Wei Han is the New York City filmmaker behind this music and visuals collaboration with musician Charles Fauna. The director comments: “Another Good Person is about the juxtaposition between loneliness and love. It tells the story of a person wading through the fallout of a relationship who eventually decides they need to be the bigger person and apologize.
“In terms of inspirations, I came up with music and film influences from the golden era of early 2000s Asian pop culture. We also drew influence from the Asian convenience store culture where 7-Eleven, FamilyMart, and Lawson are open 24/7. For many people it’s where you go for your 3am cigarettes, your nights not going back home, or even to visit the cashier girl you having a crush on. Convenience stores have become a symbol of relentless youth culture.” March 20, 2019
As a designer I take a lot of inspiration from the street/ hip hop fashion of the 90's and early 2000's. This consists of edgy oversized and sporty themes as well as aspects of colour and print.
90's and early 2000's fashion links nicely with Wei Han's directing who took some influence from 'pop culture' for the music video and Superdry's vintage American references throughout their brand.
My favourite part of the 90's and 00's fashion is the street and music culture. I particularly like the oversized aspects and the sense of blurring the lines between female and male clothing.
Throughout Han's directing there is a strong use of lighting to create mood, and I was especially drawn to the dark night and coloured lighting that surrounded the male character mainly in the music video.
The lighting reminded me of the fluorescent neon lights of Tokyo. I want to explore this theme more, potentially through textile.
Concept Pages
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During my concept development I was drawn to the dark night and lighting effects, elements of public transport referenced from the lyrics "Another good person crying on the train". Elements on dance and mirroring stood out to me, showing the link between the two characters of the video who were going through difficulties in their relationship, the mirroring emphasised their connection.
I want to use colours to influence my designs and use them to show the conflicted emotions that the characters are feeling between each other.