2019: VOID TACTICS for Matches Fashion x True Religion

“VOID TACTICS”, a limited-edition capsule collection exclusively available on MATCHESFASHION.COM.

Managed and supported the campaign alongside Berlin-based think tank Nemesis.

Photographer Rory Van Milligen.

The premise of the campaign was to depict ‘the void’ – a homage to anonymous youth. A underlying theme to the brand which hadnt been called out in marketing previously.

Project lead on GRM partnership and launch party.

INFO: BACKGROUND

It was integral to me to reflect a throwback to the original ethos and relentless energy of the True Religion brand. The monochromatic palette played a key part in depicting this– refined (and distorted) for its modern audience. The capsule paid tribute to a new generation of youth that has already incorporated the True Religion brand into an emergent global aesthetic.

The shoot took place in an unnamed London shopping district and focused on the concept of HYPERSTITION mapping the architecture of global hype – how a phenomenon emerges, the uniform anonymity of the capsule, and the underlying logic that ignited it. As source material, we drew on the Cybernetic Culture Research Unit’s texts from the 1990s, as well as Rem Koolhaas's Strategies of the Void.