16/03/2014

BE YOURSELF, EVERYONE ELSE IS ALREADY TAKEN

As far as we are concerned and apart from the work of fashion designers that gives us ideas and desires day after day, street styles are a huge and endless source of inspiration. It's here, in the streets that you can see how people will wear a garment or make it their own by adding their sense of style, their uniqueness. That's what we love at W.A.R.M. For instance, according  to the person who is wearing it, a Kenzo sweater can be worn in a thousand different ways! As Oscar Wilde said "Be Yourself, everyone else is already taken". Nowadays, such designers as Alexander Wang, Riccardo Tisci or Raf Simons draw their inspiration from such subcultures as hip hop, skate or surf, and famous stores such as Selfridges don't hesitate to feature in their windows these cultures by asking some brands to create skateboards or surfboards. This very street attitude can also be found in ad campaigns (Céline, Phillip Lim, Marc Jacobs, DKNY...). 
That's why we chose to photograph these people in London because they have something to say, to express. We did not want to take pictures of overdressed people ready for some fashion week events or some parties. We wanted something that was neither prepared nor calculated. Through their clothes, these persons have something to say, something to assert. Their style, the way they are, the way they chose to be. These pictures are spontaneous, it's just street life in its mere expression.


ON HANSBURY STREET





ON BRICK LANE





ON COMMERCIAL STREET





ON HARROW PLACE





ON CARNABY STREET





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