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.
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.”
SCATAFASHION的名称来源于意大利语 ”SCATAFASCIO”(意为”搞砸了”)与 ”FASHION”
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
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.
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。
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。
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.
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.
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
@TheMarginalist (Yanie Durocher)
Backstage Photo-Setting: Flatmind Productions and @elsa_asia