Episode 02: OFFICIAL PRESENTATION

Trendsetters are everywhere now. They’re young, stylish, tech-savvy and bored with traditional models of communication.

Nowhere is this more clear than in China, where interconnectivity accelerates at an alarming rate.

Young people are sharing just about every moment in their lives now. New experiences, products, and venues are flooding any given WeChat Moment feed, all hours of any day.

In this atmosphere, traditional advertising becomes more tiresome than ever.

There is the need for the brands to be a part of this ecosystem of sharing and interconnectivity.

 

现今的时代时尚引领者们遍地开花。她们年轻、时尚、科技控,厌倦了传统的交流模式。

中国在互联互通上的这种迅猛发展势头,没有哪个国家能超过。

年轻人时刻都在分享他们的生活点滴。微信朋友圈中每时每刻都充斥着各种新体验、新产品、新场所的推送与分享。

这种氛围下,传统广告变得比以往任何时候都更令人厌倦。

于是,品牌有了成为这种共享与互联互通生态圈一部分的需要。

Fashion is one sector that’s pushing the envelope, as its creative nature breaks the mold with every new season. New names are hitting the scene and eating up a market share of those luxury brands we’re all too familiar with.

SCATAFASHION was created in this background of restless sharing in the digital space, where surreal emotion and reality intertwine.

The name SCATAFASHION was inspired by the Italian word “scatafascio” (meaning “messed up”), combined with “fashion.”

时尚是推动潮流的一大要素,因为它的创造性在每个新季节都会打破成规。新的名字不断涌现,正冲击与蚕食着我们所熟悉的奢侈品牌的市场份额。

SCATAFASHION系列就是在这种躁动与共享的数字空间背景下创建的,融合着超现实与现实情感的交织。

SCATAFASHION的名称来源于意大利语 ”SCATAFASCIO”(意为”搞砸了”)与 ”FASHION”
(时尚) 的结合。

MAYBE I’M THE SINNER AND YOU ARE THE SAINT:
In today’s role of high uncertainty for the future, trends such as sci-fi cyborg rebellion are on the rise with a division between humanity and artificial intelligence.
Fashion and culture visually raise these questions on the forefront of our global society, now being relevant more than ever before.
‘We are now a dying species consuming our planet to its utter maximum, we are trying to sustain ourselves on earth in an unsustainable manner”.
Where will be in 30 years to come?
Cyber space technology and futurism today is fighting with humanity’s antiquated traditions where we’re now scared of becoming obsolete.

In this latest SCATAFASHION episode, fashion is interpreted in today’s China as the pinnacle expression of freedom.
Limitations and rules get challenged and tradition morphs or falls by the wayside.

The title is inspired from the lyrics of a song talking about the future of relationships, with deep affection buried underneath problems, in this case hyper connection problems.

Youngsters raised by the internet, a birthday party where a girl freaks out because her fake friends are too busy in checking their phones instead of looking at her celebrating her birthday.
A brutal change to an urban nightmare where Yanie (@themarginalist), our birthday girl, tries to free up her friends from their hyperconnectivity.

This new generation of China is fighting to find their own individuality in a place that traditionally sways toward conformity. They are special, aggressive and determined to find their way to be
different.

It was only a few decades ago when fashion was literally uniform, where everyone dressing drab suits was the norm. Those same people, now much older, can be seen in colorful patterns, short skirts, and in a new pair of shoes every week.

也许我是罪人,你是圣人:

如今人们对于未来都有着高度的不确定性,因此科幻机械反叛的趋势和情绪随着人类和人工智能的分裂日益高涨。
时尚文化将全球社会最前沿的这些问题直观地提炼出来,而这些问题与时尚文化的联系比以往任何时候都更为紧密。
“作为一个濒临灭绝的物种,我们人类正最大限度地消耗着地球的能量,同时我们又试图以不可持续的方式在地球上维系着我们自己。”
未来30年我们将何去何从?
网络技术和未来主义正在与人类的古老传统作斗争,而我们都极度敏感害怕自己被时代淘汰。

在最新的SCATAFASHION剧集中,时尚在如今的中国被诠释为自由顶峰的表达。

限制和规则受到了挑战,传统变异或躺倒在了路边。

该主题的灵感来源于一首歌,讲述的是未来的关系,深厚的情感埋藏于超链接的网络问题之下。

这是一群伴随着互联网成长起来的年轻人。在一个女孩的生日聚会上,她因为她的那些伪朋友们忙于看手机而没人看她庆祝生日而彻底抓狂。

这是一场对城市梦魇的残酷改造。
Yanie (@themarginalist) 我们过生日的女孩试图让她的朋友们从他们的超链接中解放出来。

中国的新一代正努力在从传统转向盲从的大环境下寻找着他们自己的个性。他们很特别,有野心,有决心找到与众不同的出路。

几十年前,时尚曾是千篇一律,大家都穿着颜色款式单调的服饰。现在,同样的人群虽然年纪大了,但却可以看到他们身着艳丽的衣服、短裙,每周都会换双新鞋。

Shanghai-based Italian production house, FLATMIND, collaborated with Yanie Yangsen Durocher,
a fashion/lifestyle influencer and millennial (also known as THE MARGINALIST), in creating this emotionally charged short films, with an eye on targeting social media audiences and brands.

FLATMIND did the casting, THE MARGINALIST took care of the styling with the special make-up
by CINDY DEE. The apparel accessories is courtesy of YOOX GROUP – YNAP for an inspired
unconventional Tumblr-esque imagery that’s glitchy with a taste of cyberpunk.
The ephemeral nature of Snapchat or Instagram Stories, or their Asian counterparts Snow and FaceU, were another inspiration for the project.

植根于上海的意大利制作团队 FLATMIND 联合Yanie Yangsen Durocher, 一位国际时尚达人 (也被称为 THE MARGINALIST ”边际主义者”) 共同制作了这则以情感为导向的短片,我们的受众是社交媒体与各大品牌观众

短片由FLATMIND 掌镜, THE MARGINALIST负责造型,CINDY DEE负责化妆。服装饰品来自YOOX GROUP – YNAP,  一个有灵感、非常规,有着朋克意向的品牌。

该项目的另一个灵感来源于Snapchat或Instagram或它们的亚洲同行Snow和FaceU的实效性。

Working with @ccherrybombbombb and @killerrrrrwhale, two young Shanghainese Instagrammer with a strong attitude and digital personality was also a great experiment of shooting with two nonprofessional actresses. They gave their best to transfer their Instagram appearance into
something that is alive, moving into a video.

感谢@ccherrybombbombb和@killerrrrrwhale的配合,两位年轻的上海博主有着强烈的生活态度和数字敏感度,因此我们有了与两位非专业演员合作的伟大实践。她们将她们在Instagram博客中最生动的一面化为动态影像,融入影片中。

Translating and transforming these visual formats to the point of emotional shock and
psychological detachment reflects the current wave of the fashion industry.
This project ties strong personality contrasts, female empowerment, and a blurred sense of
fashion—mixing highs, lows, and subtle elements of post-Soviet grunge aesthetics.

FLATMIND’s vision was to deliver a strong and provocative message that is aligned with the
reflection of China’s modern society, that’s succumbed with the need to “succeed” in a fast and growing digital environment. Pressure and emotional imbalance are more apparent than ever in peacetime China, where societal programming abides by tradition and pragmatism, stimulating the need to break the mold for the new generation.

So once again: no limits, no rules, no preconceptions. Just be #SCATAFASHION.

我们将这些视觉形式转化为情感震撼和心理超脱的内容,反映了时尚界的潮流。这个项目融合了人物强烈的个性对比,女性赋权的理念和高低点混合模糊的时尚感,以及苏联解体后的垃圾美学微妙的元素。

FLATMIND的愿景是传递随着中国当代社会发展所反映出来的一个强大而具有刺激性的信息,在快速增长的数字环境中和“需要成功”同样需要被重视的是人们面临的压力和情绪的不稳定,这在现今和平时期的中国比以往任何时期都表现得更为明显,因为社会规则依然遵循着传统和实用主义,而新一代需要刺激去打破这些传统。

因此,再重复一遍:无限制,无规则,无偏见。只是 #SCATAFASHION。

BACKSTAGE VIDEO

CREDITS:

Production : FLATMIND a Shanghai based Italian Production House
Styling: Yanie Yangsen Durocher, fashion influencer @TheMarginalist and founder of POMPOM Creative Agency
Make-Up and Hair: Cindy Dee
Apparel and Accessories: courtesy of Yoox Group -YNAP

Casting :
@TheMarginalist (Yanie Durocher)
@Ccherrybombbombb
@Killerwhale
@Danielemattioli

Backstage Photo-Setting: Flatmind Productions and @elsa_asia

SCATAFASHION

Episode 01: Things have been dark for too long