Simon Cracker unveiled its Spring Summer 2023 Collection during Milano Fashion Week titled “Reality bites”. For this collection Simon Cracker deepened their “punkindness” concept by mixing a raw aesthetic made of industrial sewings, safety pins, unfinished hems and graffiti with a more gentle and naive one made by embroidery and ruffles. Fabric is hand written and it resembles childrens notebook, hand printed apples made with a real apple and a color that smells like the fruit itself.
Reality bites is a movie from the 90’s. We live in an age where the bites of reality afflict the entire planet and we decided to talk about it in our own way. The collection does not really have much to do with the movie, aside a couple of 90’s inspired looks, but it reflects our path and experiences in creating this collection: the difficulties of being an ‘independent ’brand in today’s fashion world, dominated by cynicism and marketing strategies, so far away from what happens in the streets. – from Simon Cracker press release
Brand talks about difficulties and enthusiasm, a challenge to do the best with what you have. Creativity gains a main role when you have scarce. Everything in the collection is ‘real’, starting from the deadstock upcyled garments and leftover fabrics to the choice of the models, all friends and fans of the brand that complete the styling with the accessories that they use every day to define their true identity.
Materials used in collection are old cotton and linen bedsheets, upcycled classical men’s shirts turned into notebooks garments. Knitwear made with discarded wool, cotton and silk yarns, old parachutes. Recycled jersey garments decorated with an industrial sewing machine, broken and rebuilt up cycled tailoring and wrong embroideries with the collection messages.
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