MASHA REVA x SNDCT
Okay, that may not have rhymed but I think I made my point. The Ukrainian fashion designer, now based in London, recently collaborated with clothing label Syndicated of Kiev on an incredible collection of textile print sweatshirts which are literally to-die-for! Appropriately named “Botanical Gardens”, the collection sports a blend of florals and greenery from a metaphorical botanical garden with the aesthetics and information from our digital and computational playgrounds.
Inspired by the graphical user interface of Photoshop and the visual streams of information available on the Internet, the collection explores the intersection between the real and surreal as we “the digital and/or internet generation” yearn for our natural environments amidst the addictive realms of social networks and HTML codes.
“The idea of integrating computer interfaces in our everyday life and furthermore in clothes is very natural. It is all about us, our generation, it’s happening here and now”.
As new media technologies continue to transform our interpretations of contemporary fashion and culture, the way we interpret and explore everything digital is under surveillance. We are the defining generation who have influenced the way we now present and shop for fashion. We are the iGeneration, Generation Y/Z or whatever you want to call it. All I recommend, and I think Masha Reva would agree is that once in a while we need to stop the status updates and smell the flowers...
Take a walk through the “Botanical Gardens” buy purchasing one of the sweatshirts which are available from Syndicated of Kiev’s website.