The target demographic for this project was the Generation Z, the first generation to grow up in a purely technological and digital world.
A generation for which the distinction between online and offline, between real life and virtual life has become faint.
A distinctly multi-cultural generation, whose political ideas never stray far from supporting lgbtq rights and gender equality. A generation open more than any other to globalization and a world without borders.
This projects aims to bring the concept of integration to an extreme, without ignoring the importance of the individual. The set comprises of simple geometric elements, which emphasise the human figure and Yoox’s products by chromatic contrast. The shapes are made to create connections: interacting, playing and participating, outside the box.
Therefore we decided to bring on the project an artistic performance by street artist Red Longo, whose style and identity crosses art and fashion.
Collaborators
Project team: Francesca Pollone
Photography: Francesco Stelitano
