A concept that is difficult to define and vague in its understanding, streetwear emerges as a social and cultural movement that reflects a state of mind. Its origins stem from the New York skateboard scene, the emerging music of the 1970s and 80s, namely hip hop and punk rock, the California surf scene and various street arts such as graffiti.

Today, it is a global phenomenon that crosses the universe of sports brands, such as Nike, Adidas and Puma, with those of high fashion, such as Vetements, Off-White and Raf Simons. streetwear therefore encompasses a variety of subcultures that have come together to give a sense of identity to a young generation, conveying to them a message of solidarity, resilience and survival against all odds. The way streetwear is understood expands and so does the challenge of its definition: a cultural movement, an expression of a style or a form of consumption?

In the exhibition STREETWEAR PROJECT the projects of the 2nd year students of the Degree in Fashion Design are presented, in the scope of the curricular unit of Project I - Fashion. The students were challenged to analyse the streetwear segment and create a clothing collection suitable to the identity of the reference brand, launching a strategic vision about its product. The exhibition was developed by the students in group work through the creation of an environment and an exhibition design that values the pieces and the concepts created.

Class 2'1 chose the brand Vetements, best known for its irreverence and strategy of collaborations with unlikely brands, such as the carrier DHL. Initially founded by the Gvasalia brothers and a collective of anonymous designers, the brand defies fashion conventions through bold decisions, from clothing design to runway show locations. The exhibition shows a living room environment invaded by graffities, highlighting the t-shirts and the catalogue with the photo shoot done by the students. The instagram account associated with the project presents part of the creative process, from the concept to the backstage of the photo shoot.

The 2'2 class proposes an environment of work in progress, which refers to the reference brand Feng Chen Wang. The brand integrates the new generation of designers from China and fuses traditional Chinese elements with technological innovation and technical construction. The exhibition shows the T-shirts made by the students, a catalogue with the projects and the photo shoot. The whole process is available on the instagram account and on the flyer that accompanies the exhibition.

The exhibition opens on the 16th June, at 17:45, in the atrium of ESAD.

https://www.flickr.com/photos/esadmatosinhos/albums/72177720309450654

Créditos