The stories that this brand tells + the designs that
convey these stories, intend to call into question +
manipulate the "meaning" of different words and concepts that have hitherto (conception of AVERAGE)
been accepted/taught to be the norm in our everyday
lives. Average, as a brand, serves as an experiment
where the hypothesis is that I can develop a brand
which combines the elements of fashion design
to manipulate the meaning of certain phrases/words
within different contexts and demographics. In my
research I have recognized that this concept has
iterated itself in the past as a theme in fashion, where a number of popular designers have made
statements about their own beliefs, experiences and
paradigms of existence in various ways through the
medium of physical products and visual + audio
presentations. This project is my spin on that tradition and also functions as a way to produce clothing that may be helpful to others in more ways than just consuming another physical product, which is meaningful to me. As everybody persecutes
each other in real life and over the internet i want to
remind people to look at life through the lens of the
most objective reality we can possibly achieve
together, remembering that we are the same in many ways and to lend each other compassion. I want to
connect more people with each other.
