On January 16th, 2020 we presented our new post-collection AWAKE made from material rest from previous collections, vintage and discarded materials during Berlin Fashion week at the WALKINGHEADS show at Sameheads, together with Berlin based Denim-upcycling brand FADE OUT LABEL.
AWAKE is a collection inspired by the 1988 film "They Live" by John Carpenter. In the film, the ruling class is embodied by aliens who hide their appearance and manipulate people to spend money, breed and accept the status quo with subliminal messages in the media.
We see in these messages a clear representation of how fashion operates in society, feeding the need to always consume new products through the imposition of trends. The film points out how Marketing and the media operate by performing a "brainwashing" to turn human beings into obedient consumers and to make them functional to the system with its vision of a consumer society where everything can be merchantilised.
Through these subliminal messages an ideology is imposed on the basis of which are the typical heteronormative, patriarchal and binary roles. Where bodies are commodified and objectified, and people and earth resources exploited.
Our new post-collection is made of material remains from previous collections, discarded and second-hand materials and remnants of merchandise.
The materials used are: merchandising pieces with their striking advertisements, second-hand work clothes, remnants of stock from the 90s, gloves and sports protectors, outdoor accessories such as backpacks, cameras or accessories for pets, all second-hand. Also remains of fabrics. Metals and chains are mostly founded in flea markets. Some accessories are made of discarded leather from the Argentine leather industry and its adjustable straps made out of second-hand suspenders. Also second hand denim and scraps of pieces from previous collections as well as technological devices.
The collection becomes an ironic criticism of advertising through the excessive use of overbranded garments and accessories that, although they represent the brand's aesthetics, also symbolize the feeling of being bombarded by misleading, abusive and alienating messages.
In our Western visual culture bright colors and iridescent materials are usually used to catch attention. In this way we use them as well, as a call to wake up. We use the system's garbage to criticize it. AWAKE is the brand's proposal.
Let's wake up and stop obeying. We are not consumers, we are humans. We love the planet that sustains us. We are strong when we are together and we don't need to buy more things to feel better.