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claudia raitÈ

#NODIFFERENCES

fas h i o n c o m m u n i cat i o n a n d st y l i n g


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Claudia Raitè

Master

Fashion Communication and Styling 3 Docente

Sara Maino

23 Novembre 2018


Claudia Raitè

Master

Fashion Communication and Styling Docente

Sara Maino

23 Novembre 2018


#NODIFFERENCES Being part of the fashion industry doesn’t only mean working with clothes. It also consists of observing the world and its changes in order to understand our time and to create something new. This is the main reason why my thesis project analyzes a fashion trend that has always been in constant evolution since it’s birth and is present in our society right now: streetwear. As I will state later, it’s very difficult to find a precise definition of streetwear, despite this, we can claim that it’s a trend that mostly interests young people who want to feel free to express their own individuality. Many aspects of streetwear have evolved over the years, some more than others. That’s why I chose to analyze five characteristics that, in my opinion, clearly highlight some stylistic differences related to this evolution. The main goal of this project is to demonstrate that, even as we would like to feel both different and unique with our styles, at the same time we also need to feel part of a society which doesn’t judge by looking at what we wear every day, but for who we are. So yes, we can dress with designer or basic clothes, go skateboarding or hoverboarding, wear the hat visor in front or turn it back, but basically we all have the same goal: we just want to be ourselves.

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INDEX streetwear

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MOODBOARD

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L O C AT I O N S

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CONTENTS

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CREDITS

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GRAZIE

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streetwear MOODBOARD L O C AT I O N S CONTENTS CREDITS GRAZIE

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STREETWEAR What is streetwear? Many artists, designers and critics have tried to answer this question, but the truth is that a complete and univocal definition doesn’t exist. Originally, the term streetwear was used in order to indicate that style, typical of the Californian skaters and surfers of the ‘70s and ‘80s, based on loose and comfortable clothing. This style was led in particular by the designer Shawn Stussy. Later on, during the ‘90s, the streetwear arrived on the other side of the United States, where the hip hop culture started to catch on and many brands such as Adidas, Nike and Supreme really took control of the streets of the Big Apple. Crossing the doors of the new millennium, social media have gradually begun to take the ownership of our lives and streetwear became so mainstream, that right now it can be considered as a massive trend. The phenomenon is so big that some historical brands such as Fila, Kappa or Champions

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STREETWEAR


STREETWEAR have recently returned on top of sales and in the wardrobes of young people all over the world. And it’s right at this point that many luxury brands have decided to adapt to these new market demands. In fact, they not only have started to include in their collections many items that recall the streetwear, but they also planned strategic collaborations with brands belonging to the street world and that are certainly able to attract new consumers. Clear examples of such collaborations are Louis Vuitton and Supreme, MSGM and Diadora, Vetements and Reebook, Fendi and Fila, Damir Doma and Lotto, Pinko and Invicta ... But why has streetwear once again become so popular in recent years? Also in this case, it is not possible to give a single answer. An interesting theory is the one shown by Alec Leach, the digital fashion editor for Highsnobiety: “we’re wearing streetwear because society’s dress codes have been relaxed. No one is going out on a Friday wearing a suit. It’s not a case of the culture. It’s that it’s become the logical way of dressing. People would much rather wear trainers than shoes”. That’s

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true, because in a world where the society is much more open to the self expression and less rigid about the classic canons of the style, streetwear offers a democratic way to feel comfortable with yourself and with your own style. We can find another valid motivation, somehow connected to the previous theory, in the celebrities factor: if Kanye West creates Yeezy - his own clothing line - Rihanna collaborates with Puma and another famous rapper, A$AP Rocky, becomes testimonial for Dior, the hype is immediate and the sales’ increase is impressive. Cultural factors, therefore, are essentials in order to understand the phenomenon of streetwear, because just as the world evolves, also fashion does too, in a whirlwind of historical occurrences and recurrences that blend with our contemporaneity. In view of these considerations, it is natural to rethink about the initial question: What is streetwear? Some prominent personalities belonging to the streetwear world have tried to give their own interpretation to this phenomenon.

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STREETWEAR


STREETWEAR Bobby Hundreds, founder of the streetwear brand The Hundreds, summarizes his vision in one sentence: “Streetwear is about culture. It’s not about clothing”. A similar but more complete definition proposed by Edison Chen, co-founder of CLOT: “Streetwear is about culture. It’s not about clothing. It’s about stories like these - stories like ours. It’s a lifestyle, It’s not a clothing piece. It’s how we feel. It’s how we live. It’s what we listen to. It’s what we eat. It’s how we spend our money”. Also Virgil Abloh, founder of OffWhite and art director of Louis Vuitton’s menswear collection since march 2018, has his say: “Streetwear is an art movement. It’s a way of making things”. As stated previously, there are no right or wrong definitions, because everyone is free to think of it in his own way. One thing is certain: streetwear has become an integral part of our daily lives, now more than ever. Nobody knows whether this trend or way of expression, will remain in vogue or if it is destined to die but, in the meantime, simply enjoy it, because it can help us to better understand our time.

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streetwear

MOODBOARD L O C AT I O N S 15

CONTENTS CREDITS GRAZIE


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moodboard


moodboard

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streetwear MOODBOARD

L O C AT I O N S 19

CONTENTS CREDITS GRAZIE


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EMPTY SWIMMINGPOOL OF VILLA MYLIUS, VARESE

L O C AT I O N S


L O C AT I O N S

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PARCO PRIMO MAGGIO, MALNATE

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L O C AT I O N S


L O C AT I O N S

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ROOFTOP OF A SUPERMARKET, FINO MORNASCO

L O C AT I O N S


L O C AT I O N S

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TEMPIO VOLTIANO, COMO

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L O C AT I O N S


L O C AT I O N S

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streetwear MOODBOARD L O C AT I O N S

CONTENTS CREDITS GRAZIE

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LOGO

SHOW/HIDE From the ‘90s on, showing the logo on the clothes has become a hallmark for all of those young people who, in one way or another, are keen to let you know that they are interested in some specific brands and have some clear references. However, some people doesn’t agree with this idea. Some of them, indeed, even tend to hide the logo, as if it was almost a form of rejection towards them.

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CONTENTS


CONTENTS

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SHOW

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CONTENTS - LOGO


CONTENTS - LOGO

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HIDE


SHOW

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CONTENTS - LOGO


CONTENTS - LOGO

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HIDE


style

HOVERBOARDER/SKATER The style of the skateboarder is probably the one that most recalls the world of streetwear. Jeans and wide shirts, caps and Vans’ shoes, are the key items of this style. Nowadays, however, young people goes to one side to the other in a new way: with the hoverboard. The typical hoverboarder’s outfit consists in sports suits and eye-catching accessories, which certainly do not go unnoticed.

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CONTENTS


CONTENTS

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HOVERBOARDER

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CONTENTS -STYLE


CONTENTS - STYLE

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SKATER


HOVERBOARDER

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CONTENTS -STYLE


CONTENTS - STYLE

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SKATER


design

luxury/basic After the boom of the streetwear, many luxury brands have started producing clothes related to this style and, consequently, they are much more present in the closets of those young people who ususally invest in this kind of purchases. At the same time, some others decide, both for economic and style reasons, to wear more basic and less expensive clothes but, at the end, no less trendy.

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CONTENTS


CONTENTS

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LUXURY

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CONTENTS -DESIGN


CONTENTS -DESIGN

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BASIC


LUXURY

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CONTENTS -DESIGN


CONTENTS -DESIGN

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BASIC


VISOR

FRONT/BACK The hat with the visor, in one way or another, is a piece of clothing typical of streetwear. Before the advent of the new millennium, the visor was often carried backwards, as a sign of rebellion. Nowadays, on the other hand, it is much more common to see on the streets young boys and girls walking around wearing it forward, as if they want to hide their faces.

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CONTENTS


CONTENTS

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front

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CONTENTS - visor


CONTENTS - visor

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back


front

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CONTENTS - visor


CONTENTS - visor

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back


attitude

feminine/masculine Luckily, in 2018 there are much less prejudices about what we decide to put on everyday, and we are certainly more free to express ourselves as we see fit. So, just like a boy is completely free to wear women’s sunglasses and flashy belts without feeling judged, at the same time a girl is not obliged to express her femininity in a brazen way to feel like this.

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CONTENTS


CONTENTS

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feminine

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C O N T E N T S - at t i t u d e


C O N T E N T S - at t i t u d e

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masculine


feminine

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C O N T E N T S - at t i t u d e


C O N T E N T S - at t i t u d e

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masculine


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MANY STYLES MANY DIVERSITIES #NODIFFERENCES


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streetwear MOODBOARD L O C AT I O N S 63

CONTENTS

CREDITS GRAZIE


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Credits


credits A RT D I R ECTI O N Claudia Raitè FI LM M A KER Mirko Salciarini CO LO R IST Luca Giordano SO U N D D ESI G N ER Alessandro Pacco TA LENTS Gaia Battaglia Giulia Bianchi Antony Fetinsty Fabiana Guigli Cecilia Marchini Alessandro Pacco Alessandra Pagani Dennis Pingitore Tommaso Santandrea Andrea Vaghi M A KE U P A RTIST Amanda Chiara Vanoletti FASH I O N STYLIST Claudia Raitè

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streetwear MOODBOARD L O C AT I O N S 67

CONTENTS CREDITS

GRAZIE


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#GRAZIE L’anno appena trascorso è stato senz’altro impegnativo e ricco di sfide, che mi hanno aiutato a crescere e a maturare una maggior consapevolezza in me stessa e nelle mie capacità. Chi voglio ringraziare per primi sono i miei genitori, che oltre ad aver investito su di me e su questo Master, da sempre mi sostengono e mi sopportano con pazienza. Ringrazio poi Ale, la sua casa, il suo letto, la sua macchina, il suo struccante, i suoi vestiti, le lunghe camminate per tornare a casa dal Volt e dal B38, i viaggi sul 9, sulla 91 e le chiacchierate che solo con i veri amici sai di poter fare. Grazie a tutti i miei professori e ai miei compagni di avventura di questo Master, con cui ho condiviso gioie e dolori di quest’esperienza. Ringrazio in particolare Marta e Ylenia, nuove amiche con cui confrontarsi, supportarsi e soprattutto ridere, senza di voi non sarebbe stato lo stesso affrontare questo percorso. Ringrazio chi mi ha aiutato per i miei progetti, la mia amica e super fotografa Anna, le truccatrici Federica e Amanda, tutta la crew che si è resa disponibile per realizzare questo video di tesi ed in particolare Salcia e Pacco, il film maker e il sound designer (e attore) migliori che potessi sperare di trovare. Ringrazio poi la mia amica Giulia, che con la sua creatività e la sua pazienza disarmante riesce sempre ad assecondare le mie idee e le mie paranoie. Grazie alle mie amiche di sempre, Ari, Ceci, Mimi, Noe, che nonostante tutto sempre sempre ci sono state e so che sempre ci saranno. Grazie a tutti voi. “Per chi è cresciuto veloce tra autobus e metro Per chi fa un passo avanti e due passi indietro Chi, come me, al sedile posteriore pensa al futuro anteriore guardando oltre il vetro”

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23 Novembre 2018


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Profile for Claudia Raitè

#NODIFFERENCES  

Thesis project - Master in Fashion Communication and Styling at IED, Milan

#NODIFFERENCES  

Thesis project - Master in Fashion Communication and Styling at IED, Milan

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