“ის”
The collaboration
About
The collection is a collaboration between the design studio
KM by Lange and Adrienne Moenkediek.
Through exchanging ideas and design references, both quickly realized their complementing like-mindedness on aesthetics as well as their shared values when it comes to an ethical approach to the creation of clothes.
While Adrienne wouldn’t call herself a designer, she involves herself in a myriad of disciplines which all end up in a dialogue, communicating with each other. Before and throughout her studies, Adrienne worked as a freelance writer and editor for magazines. During the past years she studied and worked in various metropoles, including Amsterdam, Berlin, Copenhagen and London, which allowed her to gather experiences from various fields of work within the creative industry. Coming from a background in digital prototyping and product development, Adrienne is currently based in Amsterdam, where she progresses her career towards creative production and styling.
Mood and Colour
Embracing functional minimalism: a focus on versatile items designed for everyday utility. Timeless neutrals allow the easy combination with the existing wardrobe.
As durability and longevity become increasingly import- ant product features, inspiration is taken from modular shapes with roots in Japanese design and workwear culture. Pushing the practicality of workwear and uniforms to premium levels, with clothes that can keep up with the tumble of everyday life.
Details: A modular capsule, where garments work together. Subtle but thoughtful pieces with element’s of a masculine heritage create an androgynous mood that work for all genders.
Silhouette and styling: Straight lines, layered shapes and modernized sartorial surfaces.
The Collection “ის”
The collaboration explores binary conventions through pieces that focus on moldable silhouettes, rooted in the theory that individual style is not driven by a pronoun that we use to identify our- selves. Thereby the concept reforms the stringent separation of genders through the narrative of a couple who can be seen exchanging their clothes. Speaking to a generation that is not defined through common characteristics, their clothes are no longer filled with messages that label the wearer as either daring or conventional.
The collection’s name “ის”, pronounced [is], can be considered an ode to the previously overlooked Caucasus country Georgia. The name refers to nature of Georgia’s gender-neutral language, and relates to both, male and female.
Whilst it was important to create pieces with a functional approach, referencing workwear elements rooted in a masculine heritage, Adrienne’s ambition was driven by her surroundings.
Feeling inspired by the country’s capital Tbilisi, which is bubbling under a unique creative scene with a bold new generation of artists and designers, Adrienne felt influenced by their ability on dismantling traditions with a post-soviet aesthetic but progressive approach to fashion, communicated through an eclectic and diverse crowd.
The Campaign
The concept behind the campaign is reflecting the collection’s homage to androgyny, being inspired by
a gender-bending ideology.
Tbilisi,Georgia…
The protagonists of this narrative can be seen in the role of a couple which is exchanging their clothes. The campaign story follows them through their day in Tbilsi. Throughout, they visit several locations, where Georgia’s iconic heritage meets the new age youth of Tbilisi. Whilst being in focus, both cross paths with various people who are also wearing pieces of the collection, but styled and integrated into their own wardrobe. Thereby, the cities authentic feeling is reflected as well as the natural habitat of the people which, by being a part of this story, simultaneously become the storytellers.
By emphasizing each person’s individuality, the campaign’s intention is to show the diversity of the collection and its suit- ability to everybody regardless of gender, background or lifestyle.
Tbilisi, Georgia…
Behind the scenes
