CONTEMPORARY FASHION LACKS THOUGHTFUL TEXTS. THEY SEEM EXCESSIVE. FIRSTLY, FASHION IS ABOUT WATCHING, NOT READING. SECONDLY, ANY DESCRIPTION OF THE CURRENT SITUATION IS SUBJECTIVE. HOWEVER, IF IT OFFERS OBSERVATIONS ON REGULAR PATTERNS AND RULES OF LIFE, RATHER THAN PROVIDES ASSESSMENT, THEN IT HELPS TO DEVELOP A LANGUAGE THAT CAN ENABLE REFLECTION ON THE PRESENT AND THE FUTURE.
A couple of months ago, Berlin magazine 032c declared a new epoch which they named THE BIG FLAT NOW. All the time of the world has collapsed into the "big flat now". Cultural events have turned into browser tabs. A boundary between a phone screen and reality has blurred just like boundaries between neighbouring flats or neighbouring continents. In the flat Present, music, art, technology, pop culture, and fashion have been named "content", and material objects have become secondary to a narrative about it.
Our reality has turned so compressed and changeable that we do not have time for working out new words to describe it. Photography and fashion have become the main symbolic systems of communication and displaced texts. Social networks, like Instagram, massively reinforce this "talking of pictures". Clothing has ceased to be fashionable in its own right. Today, we love and remember stories behind brand creators and profiles. The development of social networks has turned personal space into a place for artistic and marketing statements.
Rudiments of the analogue Past, like catwalk shows and glossy magazines, are no longer the only, and certainly not the most important, channels of product placement: we spend increasingly more time in the virtual world and consume videos and stories.
In this new cultural landscape, the creator neither writes music nor makes clothes, but rather invents a story that shall convince the audience. Today, the main question is: who and why would believe in this story? As a response to that question, we have created our own "content" — Texts on Fashion. Working on the issue, we were sticking our notes with ideas on the walls of our "big flat"; Joerg Koch would like it.
The current epoch values talented storytellers. It strives for new heroes able to produce a strong and sincere narrative. Our team has tried to sort out the new reality and prepared a set of articles and video tutorial to help those who want to know how to handle with the modern times.
WE LIVE IN THE EPOCH OF THE DOMINATION OF THE INTERNET; INFORMATION FLOWS AND MULTIPLE CHANNELS FOR COMMUNICATION WITH BRANDS DO NOT SEEM SCARY ANYMORE. WE MAKE PURCHASE DECISION SCROLLING INSTAGRAM AND USE SOCIAL NETWORKS TO CHECK NEWS ON GUCCI AND CELINE ALONG SIDE WITH AN ACCOUNT OF AN EMERGING DESIGNER FROM OMSK AND PHOTOS OF CATS, CHILDREN, AND CLASSMATES. WE SPEND A SIGNIFICANT PART OF OUR LIFE IN THE VIRTUAL WORLD, IN INFORMATIONAL NOISE, TRYING TO RECOGNIZE SOMETHING SINCERE AND REAL.