generation me
Long-time Swarovski collaborator Hussein Chalayan presented a poignant SS18 collection at London Fashion Week addressing the digital-obsessed generation with ‘Entitled’. The series, featuring nine crystallized looks, spoke to the unquestionable sense of power and privilege breeding within the “like” culture.
Structured dresses decorated with crystal pendants in shades of gold, silver and clear crystal walked alongside several looks with crystal-embellished ‘post-it’ note details. Closing showpieces included oversized headdresses with a variety of embroidered sew-on crystals and beads for a dramatic, conceptual finale.
Representing an era of curation, selection and taste-making, the superficial stickies responded to the notion that almost everyone who possesses a social media account also hawks their own “brand.” Swarovski’s crystal embroidery also served to bring an air of worth and empowerment to this re-defined sense of self, while commenting on the current speed of digital communication. Crystal application is a slow and tedious process, and so the intricate embellishments functioned to relay a personal message, creating circumstances where each individual must wait to receive a message back as an embroidery in return.
Hussein Chalayan commented: “This season, my show is about the ‘entitlement’ I see in the younger generation and how that brings a feeling of empowerment and defining your position. It is important for me to have an integrated, rather than a decorative, approach when I design with Swarovski crystal. I used crystal to create a stronger sense of empowerment and value – and the crystal-imbued surfaces become forms and not just decoration. I see beauty in creating something inspired by a critical idea.”
With this Spring 2018 show marking a 10th year of partnership for the brand, Swarovski remains an essential creative ingredient in the storytelling of Chalayan’s unique vision.
