SIRLOIN spring/summer 2018 collection to discover just below.
Photography: Clemens Klenk
Art Direction: Au Matt
Styling: Anna Pesonen
Hair & Make-up : Natasha Lawes
Casting: Tingting Nong
Production: Devi Sok
Sirloin went to the beach to spend a perfect holiday. But what they found was that Miami is always better as a postcard! For Sirloin’s new Spring Summer 18 collection, we explore how China is mirroring American prosperity in the 90s and becoming the new land of possibilities. Now producing the fastest money, hottest chicks, alongside with the biggest failures. Taking some of the most classic American TV shows, such as Miami Vice and Baywatch as reference to reflect on China’s “Tu Hao” culture. A word that could be translated as new rich. Sirloin sees Taobao (Alibaba owned) as an epicenter of what they call a melting consumerism dream. Opposites are blend together, authenticity reimagined and new stories are created by garments that are bound in normality. Palette cleansing basics with a slight twist, tailored tuxedos sunbath by the pool all day and waistbands morph into panty hems.
The presentation of the collection plays on geographical power shifts, looking at representations of status symbols, that both American and Chinese are obsessed with. Demonstrating how values, emotional attachment and desires are manifested in people’s
mind and becoming twisted as culture and consumerism evolve. Why is a “swimsuit” not a suit? What is the Eiffel Tower doing in China? Who is Kate? We will be taking you to Sirloin’s Palm Spring, to discover this hyper surrealistic world.
Mao and Alve are the creative-drive of Sirloin, both Central Saint Martins graduates in 2013. They have been awarded LVMH Grand Prix Scholarship, the L’Oréal Professional Young Design Talent, and the Sally Woodward Award. Since then Mao carried on her design career at Louis Vuitton and Alve at Dries Van Noten until their assembly in Shanghai to initiate their very own brand SIRLOIN.