slowing down fashion since 2015
Slow fashion, the alternative to fast fashion and part of what has been called the “slow movement”, advocates for principles similar to the principles of slow food, such as good quality, clean environment, and fairness for both consumers and producers. — Wikipedia
Skin Deep is a romanian apparel and jewellery brand which showcases collectible pieces for the here, the now and the forever. Founded in 2015 by designer Marina Moldovan, the brand provides timeless, carefully designed and locally produced pieces — narrating an intimate story to those who have the patience to follow. It all started with a catchphrase. You know, those words that come to you randomly, in the most unexpected situations, like when you hit a furniture corner with your bare foot and just say: “Oh, shit!” — It is the intensity of the here&now condensed in this one catchphrase. Then you translate the words in a joke that catches flight as it starts to be applied to other, unrelated situations. In this way, the words become language games, constant reminders of the present moment. So their meanings extend because they are lacking determined boundaries. They become funny, redundant or even absurd. It is only a matter of time until they will take the shape of a t-shirt, hoodie or a silver pendant. First written on paper, they are adapted to a digital format keeping, as much as possible, the spontaneity of the initial gesture. The resulting texts can be then adapted to products or can be used as such on social media, resembling the omnipresent witty quotes that everybody shares or likes on the internet.