concept
//The journal is dedicated to the visual identity of the individual—WHO ARE YOU?
A person shapes their outward appearance based on their own tastes, experiences, surroundings, and self-perceptions. However, by adopting a particular aesthetic, they can gradually assimilate the associated habits, behavioral patterns, and ways of interacting with the world.
Central Question: «Do we dress the way we do because it reflects our personality, or does our personality gradually become the way we dress?»
//
Age: 20–30 years
Gender: Men/Women
Overall Context: Young people who utilize music, fashion, and visual culture as tools for self-expression and identity formation. For them, clothing is not just a way to look attractive, but also an opportunity to transmit their views, mood, affiliation with a certain community, or distance from it.
//Brand Benchmarks
Gental Monster — futuristic eyeglass design, experimental forms, and transforming accessories into art objects.
Tamburins — minimalist aesthetics, sculptural packaging, and the fusion of perfumery with contemporary art.
Salt Murphy — sensuality, bold silhouettes, and the balance between elegance and provocation.
Ann Demeulemeester — dark romanticism, poetic imagery, and the juxtaposition of fragility with a rebellious spirit.
Capparel.21est — deconstruction, architectural forms, and a non-standard interpretation of familiar clothing elements.Schiaparelli — surrealism, sculptural detailing, and blurring the lines between haute couture and art.RAY GUN — rebellious aesthetics, experimental typography, and freedom of visual self-expression.Yohji Yamamoto — asymmetry, fluid silhouettes, and the philosophy of imperfection as a unique form of beauty.
//competitors
Dazed, Numéro, and i-D are direct competitors because they target the same audience and develop similar ideas, merging fashion, art, contemporary culture, and experimental visual style. Fashion Paper and The Blueprint are competitors in the Russian market because they are prominent fashion publications that work with a local audience and capture the attention of readers interested in fashion and contemporary culture.
//trends
Localization / Search for Identity The more homogenous the global cultural landscape becomes, the stronger our desire to differentiate ourselves from others.Analog Sensibility The drive to reintroduce physical media, materiality, and tactile experience in response to digitalization and the rise of AI.
Visual research idea
Human as Image: Character Construction Through Visual Symbols
An exploration of how clothing, hairstyle, makeup, posture, and photography shape a recognizable human persona. From stage characters to modern internet personalities. Topics of study include: visual archetypes, image transformations, masks, symbols, affiliations, and public identities.
