In recent years, it has felt that younger generations have outgrown the fashion world.
Whether it be the excessive ‘more is more’ buying mentality, the polluting modes of production, or the misguided separation of ‘menswear’ and ‘womenswear’; it feels like the industry has fallen out of touch. Consumers, particularly Gen Z’ers, are calling out for brands to shake things up and to recognise the diversity of the gender spectrum.
COLLUSION, a new-to-market label launching on the first of October. The brand comes directly from the youth of today — in its concept, design, and direction. Injecting the fun back into fashion but encouraging wearers to be engaged with the world around them, COLLUSION is backed by ASOS but is the brainchild of six young people. Working on the label for the past year, the team of students, stylists, activists, image-makers, authors and YouTubers are finally ready to introduce their brand to the world. With such an eclectic mix of people at its helm, COLLUSION is able to champion real innovation. Despite working in collaboration with a team of designers provided by ASOS, the six young people are the real architects of the brand.
To keep this youth focus, the label will launch with a national campaign capturing a hundred young people living in Britain who have turned or will turn, eighteen this year. As is fitting for COLLUSION’s overall ethos, this is no ordinary fashion campaign. To gain a national consensus of what the youth of today really want, each featured individual was asked; “What do you wish for, in the year you come of age?”. Lensing British youth across the cities of London, Glasgow, Birmingham and Brighton, the project is more akin to a poignant artwork, or even a social experiment.
COLLUSION launches worldwide on the 1st of October, but until then you can follow them @collusionstudios
Words by Megan Wallace