Just Another Uniform by Kozue Kitchens, aka Kozy of LA-based husband and wife duo Kozyndan.
“Kozy made this piece for a show at Gallery Nuceleus that is on now called: Sweet Streets: Art Inspired by Japanese Street Fashion. Kozy and I have no interest in, or love ofJapanese Street fashion and tend to think of the young Japanese who are so slavishly devoted to the various styles to be vapid and conformist and not expressing unique personal style at all, but rather just trying to fit in. The theme of conforming is a huge part of Japanese culture and the Japanese street fashion culture is just another prime example.”
Having worked as an editor for a streetwear publication in a past life, I can concur, it’s as vapid and aimless as anything could ever possibly be.
Fashion brands and designer labels have been using web-video here and there for quite a while now, but video look books (or ‘video looks’) still seem to be a neglected medium, with only a handful of outfits making use of video looks to showcase and promote their work online. A unique mix of advertising, short film and music video, there is serious amount of potential for these types of videos to come into its own as a commercial art form.
Video looks are superior to print look books for a number reasons, the most obvious being that their isn’t any shipping or off-shore printing involved. But more importantly than the ease of distribution, video looks can better communicate the “feeling” and lifestyle aesthetics that labels want their designs and overall branding to be associated with – especially in terms of impressing upon the viewer the lifestyle-specific jouissance that so much of fashion is dependent upon. Here are a few recent examples of relatively well executed video looks:
Patrik Ervell: High-end minimalist American sportswear (men’s)
Too Black Guys: Toronto-based Canadian streetwear (men’s)
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