0x20x2 Rick Owens 20x20x20 Brand Book
POLITICAL
POLITICAL POLITICAL POLITICAL
Political political political How is Rick Owens political? Rick Owens personally does not follow politics but intends to stay aware of his surroundings. He is political in the sense that his designs are reflective of cultural discomfort. It allows consumers to start decoding the messages and read between the lines. The design makes you think and question convention but is not pinpointed out for you directly. Rick Owens’ political quality lies within his intention to make people self-reflect and build a general awareness of what is happening at the time, culturally.
SUBCULTURE
SUBCULTURE SUBCULTURE SUBCULTURE
Subculture subculture subculture How is ‘Rick Owens’ a subculture? A subculture could be defined as the result of the coming together of people whose interests are similar, a communion of people and the celebration of their similarities. Rick Owens adapts elements of other subcultures such as the punk or goth subcultures but throughout the years of his active career Rick Owens has become a subculture of its own. This affects the consumer in a positive way as subcultures often supply the people who identify with its values with a sense of belonging.
TIMELESS
TIMELESS TIMELESS TIMELESS
TIMELESS TIMELESS TIMELESS What does timeless mean in relation to the designs of Rick Owens? Owens’ ability to infuse edgy with conservative allows the designs to stand the test of times. His apparel could be worn to a variety of events due to their versatile quality. The bigger price ticket inspires consumers to take good care of the product so that they can enjoy them for a long period of time. In a way, they are investments.
IDENTITY
IDENTITY identity identity
Identity identity identity What messages does Rick Owens (as a brand) convey about ‘identity’? The ideologies conveyed through Rick Owens pieces promote individuality and shed a light on the beauty of constructing your own identity, differing from the mass culture. Wearing a Rick Owens garment may rise the consumer’s level of confidence as the designs are intended for the ‘it’ girl or guy, it makes you stand out from the crowd therefor it carries messages about elevating, bettering yourself as an individual.
ANDROGONY
Androgony androgony androgony
Androgony androgony androgony What influence does the promotion of androgyny have on the Rick Owens brand identity? The promotion of the concept that fashion has not necessarily got to be gender specific may serve as another opportunity for the consumer to identify with the brand. Owens could use this ideal to differentiate himself from mainstream culture and the ideologies it conveys about ideal types of male and female identities.
GENDERF*ck
Genderf*ck gender*ck gender*ck
Genderf*ck gender*ck gender*ck How does Rick Owens’ gender*ck aesthetic affect the consumer? The consumer that buys into the Rick Owens label likes to stand out from a crowd and likes to have a narrative which can be identified from their clothing. In a way Rick Owens pieces are a silent protest against gendered uniformity which inspires the consumer to get involved.
ANTI-FASHION
ANTI-FASHION ANTI-FASHION ANTI-FASHION
ANTI-FASHION ANTI-FASHION ANTI_FASHION What is Rick Owen’s anti-fashion? A number of Owens’ designs were originally intended to be a parody of what was on the market at the time. Rick Owens communicates his message through design with a hint of sarcasm resulting in a fashion-forward selection of ready-to-wear pieces season to season. (revolution – evolution)
PROGRESSIVE
Progressive progressive progressive
Progressive progressive progressive What makes Rick Owens a progressive fashion label? The progressive nature of Rick Owens lies within breaking the mould and moving forward. A progressive brand in my understanding is one that pushes political and economic messages, one that values inclusion and understands the importance of diversity.
gRUNGE
GRUNGE GRUNGE GRUNGE
Grunge grunge grunge What does grunge mean in the context of Rick Owens? Rick Owens’ definition of grunge differs from the new wave of the movement which has been adopted by mainstream culture in recent years and is more reflective of the original grunge culture which emerged during the 1980s. Rick Owens pieces are full of rhythm and movement which are heavy influences of the grunge movement
VISIONARY
VISIONARY VISIONARY VISIONARY
Visionary visionary visionary What about Rick Owens makes him a visionary fashion designer? His storytelling, subverting the tradition & the expectation. His ability to re-imagine the world around him and push design that is not only wearable but are more conceptual.