The editorial ‘Modern Life’ was taken with analog film by Berlin based photographer Luciana Damiao, with the film being made by Matt Freiheit from 93degreesmedia. The election of analog photography and two historical locations as backgrounds, allow art and architecture to be the extra tools that help us explore and understand our connection with creations and designs from the past to the present. The locations are an abandoned and empty building from the seventies, the Bierpinsel, and the populated and full of life Unité d’habitation from Le Corbusier, built in 1957. All clothing pieces and accessories are by tHERAPY Recycle & Exorcise in Berlin, Germany & Córdoba, Argentina. Hats by Alaska Accesorios, handmade and customised in Córdoba, Argentina.
ABOUT THE BRANDS INVOLVED
Betiana Pavon is the creator and designer behind ALASKA. ALASKA is an Argentinian hats brand that has been in the market for 3 years, creating individual accessories, specifically hats. Each individual hat has its own character and personality, with which its future user can identify with. This is achieved through the plastic intervention and singular customisation of each piece, all by hand. ALASKA’s hats are disruptive and original, all archived by hand-work with quality. The aim is to make any look distinguishable, with options for all genres, styles and events.
The hats used in this shoot are from the last collection, called MODERNI-DARK. The MODERNI-DARK word game sums up the spirit of this collection. On the one hand, it continues with the modern aesthetics embodied in the previous collection (inspired by the Bauhaus, where the most predominant tendencies of this movement originated). Its main characteristics are the simplicity, the clean lines, geometric forms and the careful use of colour. In addition comes the “DARK”, which for each person has a different meaning. A phrase from renowned psychiatrist and psychologist Carl Gustav Jung summarises this theme in a poetic way. It became a guiding principle for the video & editorial campaign; “One does not become enlightened by imagining figures of light, but by making the darkness conscious.”
At ALASKA, the production process is very methodical. One of the main premises for this collection, in terms of the typology and morphology of the products, was to create a catalogue of pieces that were (almost in their totality) unisex. In ALASKA, the belief is that in the near future this tendency will continue, blurring the line that separates genres.
tHERAPY Recycle and Exorcise
tHERAPY Recycle and Exorcise is a sustainable and alternative, gender-free fashion project based in Berlin, Germany and in Córdoba, Argentina. It has been running since 2012 by two sisters Paula and Mariángeles Aguirre, who are separated by the Atlantic ocean but united by tHERAPY. WE REMAKE FASHION. THE RESULT IS A MIXTURE BETWEEN REWORKED VINTAGE & WEARABLE ART.
tHERAPY produces sustainable fashion via D.I.Y.. The aim is to reconnect fashion with self expression and environmental awareness in opposition to its actual condition as a dissatisfaction and consumerism generator, and the second most polluting industry in the world. tHERAPY is made by lovers of (re)design and authenticity. tHERAPY promotes unique fashion with an accent on authenticity and uniqueness, but also consciousness and sustainability. Giving back to fashion its capacity to communicate something about us and to enhance our uniqueness as individuals, fashion becomes empowering. They describe their fashion with the words EMPOWERING SUBCOUTURE.
They create all kind of pieces, a mixture between accessories and clothing inspired by urban subcultures like punk, glam rock, rock, Schwarze Scene and BDSM. The raw material are always vintage pieces of clothing, discarded textiles and accessories of good quality, from earlier decades, as well as other material discards or second hand materials. What other people might consider waste, they consider a treasure that can be up-cycled, upgraded, and brought to new life (EXORCISM). They rework, reinvent and customise the pieces according to their personal style and preferences, which has become the brand’s style.
#BEACREATOR – We want to reconnect ourselves with the production processes as a way to work against consumerism and fast-fashion.
#RECYCLEXORCISE – We want to raise awareness about the urgent need to protect our planet. This is not complicated; it starts at home with everyday practices. We can REUSE / REPURPOSE OLD or ABANDONED MATERIALS OR EVEN TRASH instead of constantly buying new ones. We must be more critical and inform ourselves about where things come from, who made them and under what conditions.
#DOITYOURSELF a.k.a. #EMPOWERYOURSELF – We want to inspire, encourage and help you to develop your creative capacity. D.I.Y. teaches that we don’t need to rely on others to do things for us. Everybody can learn to do stuff with their hands. When we make things and create we are more powerful and fulfilled people.
#WEARYOURSTATEMENT – We want to raise awareness about the power of clothing and D.I.Y. fashion to communicate identity and authenticity against the uniformity and dictatorship of brands, trends, mass production and consumption systems. Fashion is an opportunity to experiment and know ourselves, to celebrate our individuality. FASHION IS A MEANS TO COMMUNICATE WHO WE ARE AND WHAT WE HAVE TO SAY.
In this shoot functional vintage and second hand sports clothing, ropes and metal hooks become night outfits through zero waste upcycling. Zero waste upcycling is the most sustainable technique to repurpose and upgrade discarded and second hand materials. It is circular, democratic and open source, as techniques and materials are available for free or very low cost worldwide and online. Through upcycling we are able to reach a higher degree of sustainability, especially when users get involved in the processes of making, or when we provide enough information about the history of the materials and the processes. In this way, the user can connect pieces and materials with personal experiences, feelings or memories.
Photography: Luciana Damiao @lu_damiao – www.lucianadamiao.com
Model: Nati Cerutti (DJ and artist) @naticerutti____ www.naticerutti.com / www.facebook.com/naticerutti/
Video: Matt Freiheit @93degreesmedia www.93degrees.org / www.facebook.com/93degreesmedi