At CLI!XY we comment on idealized beauty standards and how social media is distorting people’s perceptions of themselves. As teenagers grow up on the internet, they are faced with false narratives and homogenized beauty ideals that are portrayed as real. Experimentation with self-expression and mental health are drowning under the ever-rising tides of expectations to be and look a certain way – to be pixel perfect. In our community we explicitly welcome self-expression and celebrate authenticity. And we ultimately aid in touching on this urgent matter in a lighthearted, tongue-in-cheek way, making the topic palatable for our screenagers.
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Like social media distorts the perception of beauty and gender, we distort the way society tell us how to dress, what to look like, how to act and what to follow. We showcase an alternative approach as to what clothing looks like and how it shapes the body. We choose not to conform to society’s pressures and to abandon the perpetuating homogenized beauty standard. We’re not groundbreaking, nor are we breaking any rules, we just simply believe that these conducts weren’t made for us in the first place.
the vision the vision the vision the vision Perfection is boring
The Mission The Mission The Mission The Mission We provide a counterculture that critiques originality through the lens of social media
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CL!XY challenges the status quo, challenges society, challenges you not to take part in the carefully curated Instagram look
fearless We fear no backlash of the masses and we do not conform under any circumstances – dare to separate yourself and explore your own identity
rebellious The rules set by society aren’t for us - We don’t break them, they just simply don’t apply to us
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challenging
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comfort Allow yourself to feel comfortable in your own skin by alienating yourself from the masses
confidence CL!XY encourages your outer appeareances to be a representation of your inner courageous persona
authentic What you see is what you get! We are not polished and we are not perfect - neither should you
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As digital brutalists, we draw inspiration from the internet and its culture. We too have been raised on the internet and we aspire to bring comfort through nostalgia, as we reference the times when you didn’t judge yourself harshly for not being what society wanted you to be
offbeat Yes, please. Go against the flow! We stimulate wonderful experimentation and welcome true self-expression
playful Fun is what makes life worth living. CL!XY is the force that excites your inner child. Drawing inspiration from not taking life or yourself too seriously, we want to spark a flame of joy that navigates destructive thoughts right out the door
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VALUES EXPRESSIVE VALUES EXPRESSIVE VALUES EXPRESSIVE VALUES
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The ‘i’ is a ‘!’ that has been liquified in Photoshop to contrast the streamlined font
Lower case Futura LT Oblique for a streamlined look
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woke E-girls woke E-girls woke E-girls woke E-girls Hip, young, hot and online – E-girls are what would happen if you shot a teenager through the internet and they came out the other side.
CL!XY targets the young and restless of Gen-Z who are aware of sociopolitical issues. They are idealists at heart that want to leave their mark on the world. As they grew up on the internet, they have been exposed to unattainable levels of beauty while their feeds have been over-saturated with near identical aesthetics. E-girls have a reactionary factor – they are a counter to the polished, Facetuned Instagram influencer. E-girls embrace themselves in internet culture that is defined by its iconic meme’s and ironic humor. They have considerable amounts of self-awareness and aim to keep their digital personas alive, straying away from the typical influencers that generate followings by making their lives seem as aspirational as possible. .
CL!XY brand book established by Marjorie Richards