FASH ; WE FLY HIGH, NO LIE

"fur sunglasses": quickly making its way to the (most overrated?) fashion buzz term of the year

photo | a wang fw 11/12 ; knight cat

FASH ; WILDFOX OVERPASS INTO...

Wildfox Couture Fall 2010: It's Witchcraft from WILDFOX PR on Vimeo.

WILDFOX is just one of those brands that caters almost too impeccably well to the legions of avid Flickr, Tumblr, and Weheartit users. The masses of girls & boys drooling over Nylon spreads and trite Helvetica type. The ones that have desaturating and exposure/offset in Photoshop down to a tee.

After watching the Fall 2010 ad campaign (which was...a nice attempt at being creepy and avantgarde and that Dorion song was perfect, but Lula x Topshop did it best) I took a visit to their website and saw a Korean flag. After the initial double take (girly hipster brands don't just randomly sprout in Korea, or so I thought) it dawned on me that Wildfox, and perhaps the whole nouveau-cliche Tumblr generation as a whole fits in perfectly with the modern Korean girl. There are the same 'edgy' pics on Cyworld, slews of oversized graphic tees (maybe with less sensible English?), a fashion aesthetic of making the most out of the simplest, basic items.

Yes, there are those girls who dress nauseatingly princess-like, but in every photograph, whether in Gmarket or random boutiques, the model has always had the casual hipster image perfected. The easy, relaxing on a Sunday afternoon image: America might have made it, but Korea has made it look so much better (no wonder people are so obsessed with kfashion).

One final note? Koreans should adopt Tumblr. 'Artsy hipsters', I bet Korea has a whole generation of them.

photo | wildfox couture ; spring 09 & 10