Limits of Popculture for Shuba Magazine

Photo: Witalis Szołtys / Fashion Designer: Sabrina Lounis / MUA: Magdalena Kalita / Models: Aleksandra Stuchlik & Patrycja Wadowska

The collection is inspired by the idea of studio 54 famous gustes and their promiscous lifestyle and its ephemerical but intense – the same way fashion is and always has been.
No limits, no boundries, no patterns to be followed – only free love for disco, glitter and exageration.
The exuberant life of the mid 70’s was inspiring for decades but I’ve decided to focus on one particular aspect – the lack of any conveniences, rules or limits. Nothing has to match, nothing has to be the right size or lenght, it just needs to be fun and free. Freedom is the main theme as I consider it the dominant emotion ruling the 70s.
Hence, to adjust it to present times I’ve took a less conventional way to make the collection – by recycling, second hand clothes. The whole collection is made only of reconstructed clothes and fabric pieces bought in second hand stores such as curtains, blankets, bags or sheets.
I am very found of the idea of using something already made, already existing which I found more respectfull of our nature, environment and economy. Respect of what surrounds us is indeed a necessary concept if we want our planet to survive. Why make an additional demand by buying new things if we can reinvent and recreate already existing ones, without deteriorating our planet?
As part of a biger movement, an awakening of human consciousness, we observe such movements as veganism or freeganism getting more and more popular among our society. What if, the recylable clothing could become one of those spread ideologies (even in high fashion), contributing to a better world, a safer planet and a more balanced economy ? What if, we would take adventage of what we have instead of purchasing blindly what we were told we wanted ; craving a new wardrobe with every season change, religiousely following the trends like addicts, not even wondering if this is what we really need.
Limits of popculture – 15 minutes of fame has an ambigous meaning to me. The first part is obviousely a reference to the era of popular culture, consumerism and unfinished cult of objects. Weather is a tomato can or a new outfit, it is both ways a cultural phenomenon implemented in our society, in our minds, destinated to sell more and more. There are no limits to pop culture, despite the branch that it affects – music, art, fasion, cinema – the aboundance of products and cultural icons is overwhelming. As the multiplication of objects on Warhols painting, we face the same redundancy in our lifes…and wardrobes.

The second part of the collection name refers to to the ephemerism of the objects we crave. We want the « must have » today, in order to forget about it tomorrow. Like to 70s celebrities, like the club 54, the disco and glittery outfits, fashion trends are also made only to live for a precise moment in time and in a blink of an eye they simply fade away. This is an endless lifecycle of every trend, every idea, every little desire– once fulfilled, it is forgotten and fades.

Sabrina Lounis