Collection III for This Is Not Clothing is designed by Jam Sutton who combines futuristic and historical imagery for the graphic streetwear range. The collection looks to Greek mythology and sculptural art for its inspiration and also touches on modern protest themes. These themes are translated through the collection's more futuristic and sci-fi themed imagery.
A Greek sculpture embraces a helmeted cyborg in this set of graphic textiles that feature monochromatic and gold-dipped motifs. Models Tommy Lee and George Mowlan pose in This Is Not Clothing's latest catalog and don graphic streetwear looks that consists of printed tees and face-concealing scarves.
The lookbook embodies a chaotic and somewhat apocalyptic air and is styled by Andrew Davis with photography from its designer Jam Sutton.
Key Themes Behind This Trend
- Graphic Streetwear
- Disruptive innovation opportunity: Develop a platform that allows customers to design their own graphic streetwear, providing a unique and personalized shopping experience.
- Futuristic Imagery
- Disruptive innovation opportunity: Integrate augmented reality technology into fashion retail to create interactive shopping experiences with futuristic imagery.
- Protest Themes
- Disruptive innovation opportunity: Create a sustainable and eco-friendly fashion line that incorporates protest themes, appealing to eco-conscious consumers.
Where This Applies
- Fashion Retail
- Disruptive innovation opportunity: Implement AI-powered virtual stylists to provide personalized fashion recommendations based on customer preferences and body measurements.
- Augmented Reality
- Disruptive innovation opportunity: Develop an augmented reality platform for fashion shows, allowing virtual attendees to virtually try on clothes and make instant purchases.
- Sustainable Fashion
- Disruptive innovation opportunity: Establish a circular fashion supply chain that recycles and upcycles clothing, reducing waste and promoting a sustainable fashion industry.
