French Fries presents | PAS UNE MARQUE

Photographer / bermontgomery /

Hair Stylist / joedoeshair /

Stylist   / poccs /

Makeup / atlantakemsleymakeup /

Model   / asaliayusupova /

Pas Une Marque / pasunemarque / meaning not a brand translated directly from French to English design each of their collections for a cause that goes beyond clothing. The New Capsule Collection titled ‘Potentially Unwanted Modification’ touches on a variety of social issues. 

Firstly, trying to address climate change and global warming in an elegant and chic manner. Taking this to the next level, pledging towards carbon neutrality meaning that the entire collection is zero emissions. Given the factory emissions and participating in social projects in Rwanda by providing alternative methods of extracting sanitized water. These new methods replacing old-fashioned heating methods that are harmful to the communities and the environment. 

Secondly, addressing feminist concepts such as social reproduction - that encapsulate all activities that are involved in the production of life. Terms like these are relevant because they help shed light on how social relations are reproduced and governed. In addition, by applying social reproduction to the everyday we can begin to understand how we live in contemporary capitalist societies. 

Lastly, by tackling surveillance – a theme that is hardly present in fashion but must not be forgotten. Being so ‘connected’ sometimes makes us prone to surveillance through a variety of manners. In many ways this monitoring builds our decision-making and acting as a sort of modern brain washing. For these reasons, we must recall the dangers in this sort of influence and always be warry of certain methods of control within our societies.