iNDiViDUALS celebrates the past in order to REconstruct the future
February 01, 2018On Monday January 29 iNDiViDUALS GEN24 presented its REconstructed collection at the studio of Dutch catwalk photographer Peter Stigter. Backed by the promising statement: “We celebrate the past in order to REconstruct the future” iNDiViDUALS GEN24 called themselves the ‘Generation of Change’ in response to the student reality brand’s previous generation who left with the claim “maybe change isn’t so bad after all”.
All photos by Team Peter Stigter.
Built upon the framework of iNDiViDUALS heritage, GEN24 presented a collection that celebrates the brand’s past 23 generations. Inspired by the Tower of Babel story, GEN24 united all generations by REconstructing 23 iconic looks from twelve years of the brand’s history. Each look pays homage to a specific generation. Influenced by construction workers, the collection showed a mix of feminine silhouettes and exaggerated proportions. A variety of classic fabrics in different tones of warm colours such as deep red corduroy and yellow pinstripe were combined with robust beeswax coatings, copper sequins and comfortable knits, diffusing the tension between street style and tailoring.
In addition to these pieces, GEN24 introduced five Sidekicks: functional add-on items, for both men and women, that revitalise already existing looks. Confronting the idea of overproduction in the fashion industry, iNDiViDUALS produced this collection by REpurposing overstock garments and fabrics from previous generations illustrating the brand’s deepening commitment to sustainability. The collection presentation, which was attended by close relations, industry professionals and sustainable revolutionists, was met with resounding success. An unconventional show setting set this generations’ presentation apart from ones previous as guests and models were joined together to REconstruct the ‘Tower of Babel’. By mimicking the tower’s iconic construction, iNDiViDUALS honoured the brand’s heritage by presenting its REconstructed looks on models going up risers.
Sidekicks joined on the floor giving the audience an overview of the brand’s past and a glimpse into its future. With this ‘The Generation of Change’ closes the final chapter of iNDiViDUALS as it is, for the time being. After a REconstruction phase of ten months, the brand aims to come back as a pioneer of the future in sustainable fashion. By exploring more sustainable ways to produce and consume fashion, guests were given a one-time opportunity to buy the collection on the spot. A See Now, Buy Now pop-up store located at the show venue opened directly after the presentation to minimise the brand’s need of producing high volumes of stock.
iNDiViDUALS x LENA
A first step towards a more sustainable fashion future has already been taken, as iNDiViDUALS and LENA the fashion library proudly announce an exclusive partnership for the next ten months. By offering LENA’s clientele a selection of signature garments from past generations, iNDiViDUALS and LENA aim to construct a more sustainable fashion perspective whilst celebrating the heritage of this reality school program.
All looks can be found on the AMFI Facebook page.