From general to specific: how to emphasize individuality in clothing

Have you ever thought that despite all our differences, we are still the same? In its new autumn-winter collection, the WHO/AM brand explores the boundaries of individuality and community by giving shape and concreteness to meanings. In creative photography, the brand reflected the themes of relocation and relocation of the WHO/AM flagship boutique to Malaya Nikitskaya Street. These seemingly small processes are an integral part of the fashion industry.

“We believe that you can only realize your potential by examining yourself and the connections of this world. Therefore, each of our collections is another opportunity to understand man and his nature,” says brand founder and artist Jacob Yakubov.

The collection was inspired by the natural lines of the human anatomy and the heritage of avant-garde fashion. Non-standard synthesis contributed to the creation of functional classics that are beyond appropriate but at the same time always appropriate.

“It was important for us to keep moving forward and focus on the individual when creating the collection. The idea is that clothes are just one addition to a strong personality. It was created for self-made heroes for whom being, not appearing, is important,” adds Jacob.

The product range mainly includes unisex models that reflect the theme of unity with obvious differences. Minimalist plus size t-shirts and prints “Shamanic Fire,” a long sleeve with asymmetrical slit, a voluminous Moscow hoodie, and the return of one of the brand’s best-selling items, the anorak. “Faces” is available in white and black.

The color scheme of the collection is monochrome. The main attention is paid to the shape and variety of textures: glossy, matte and fleecy. This decision was taken to expand the level of perception of products through tactility.