of modern society 

OUR GENERATION SUFFERS FROM THE DECISIONS AND INCIDENTS OF THE PAST

Fashion is one of the biggest trendsetters in the world and currently represents the second largest industry. Fashion brands have a very big impact on our perception, on our society, on our opinion. This results in a great responsibility to convey the right message and social position. Nowadays, it is no longer enough just to be loud and therefore famous. It is no longer just about clothes or appearance in general; rather, participation in political and social discourse is expected.

In contrast, modern fashion lacks innovation and creativity in its implementation, the collections of the various brands seem almost homogeneous, flat, unimaginative, made for the masses. Raf Simons inspired us for this project with his interview "How did the pandemic change fashion?": "Modern fashion has clearly proven that it can exist without creative minds - the designers who started it all. The paying public consumes everything." Why is everything consumed?

Nightmare - the mistakes of our time. Our earth and our generation are suffering from the choices and incidents of the past: pollution, sexism, animal use, and violence. The world we live in today could be called a bad dream from which we hope to wake up one day.

SEXISMUS

Sexismus

In the twenty-first century, people are still judged for their appearance....

"Your skirt is too short/too long; your hair is too colorful for this job; your figure is too fat/thin/curvy/slim/..." Every day there are people who think they have the right to judge and pigeonhole others.
IT'S ENOUGH!

CREATED BY

​Viktoriya Zayika, 

Mariia Prudnikova

STYLING

Valerie Specht, 

Kassandra Schneider

MAKEUP/HAIR

Angie Hrdina

MODEL

Sofia Avdeeva

ANIMAL USE

Animal Use

In the twenty-first century, living creatures made of flesh and blood are an accessory for people. Leather shoes, fur coats and leather bags show the wealth of a person in society.
IT'S ENOUGH!

CREATED BY

​Viktoriya Zayika, 

Mariia Prudnikova

STYLING

Valerie Specht, 

Kassandra Schneider

MAKEUP/HAIR

Angie Hrdina

MODEL

Moritz Rauch

POLLUTION

Pollution

In the twenty-first century, our planet is drowning. Plastic bags/plastic boxes/plastic cups/...
What is a comfort to humans is a threat to our common home.
IT'S ENOUGH!

CREATED BY

​Viktoriya Zayika, 

Mariia Prudnikova

STYLING

Valerie Specht, 

Kassandra Schneider

MAKEUP/HAIR

Angie Hrdina

MODEL

Farit Scharapov

VIOLENCE

Violence

In the twenty-first century, people think they are protected from violence in the modern world, but this is not true. At work, at home, on the street - every day there is both physical and psychological violence. The lockdown has only made the situation worse.
IT'S ENOUGH!

CREATED BY

​Viktoriya Zayika, 

Mariia Prudnikova

STYLING

Valerie Specht, 

Kassandra Schneider

MAKEUP/HAIR

Angie Hrdina

MODEL

Bianca Novak

Hochschule München

WiSe 20/21 Fotodesign

Freies Projekt

bei Hans Deumling und Alexandre Janvier

von Viktoriya Zayika und Mariia Prudnikova 

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