ALEX BAKER

NOTION MAGAZINE // 22.09.16 // FASHION: TYPICAL FREAKS GO FOR BOLD AT LFWSS17

Ones To Watch SS16 winner’s collection is an exploration of the brand’s ‘kawaii-punk’ motto and cultural ancestry.

This season, transparent garments are intersected by lively hand painted swirls in bold, primary hues and shimmering pastels. The denim used has been deconstructed, subverted and painted breaking up a fabric that has a tendency to drown a look by making it look too heavy, especially when the silhouettes, like in this collection, are loose.

With the potential for all the pieces to be singular statement pieces or mixed and matched together, the versatility of what Typical Freaks has created adds sophistication and marketability to the pieces shown. The brand are known for taking pride in their DIY aesthetic and all of the screen printing, appliqué and embroidery has been crafted by hand.


The theme of the presentation itself is an unlikely mash up of This Is England’s ‘wedding scene’ and traditional Nigerian wedding dances, as their models act out a lesbian wedding scene with the classic money dance as guests and viewers are encouraged to place Typical Freaks money on the party goers.


The collection also takes inspiration from vintage how-to magazine, Master Clean – ‘Africa’s Fastest Selling Fashion Magazine’. The team used this anthology of clothing patterns and styling options, complete with unintentional Riot Grrrl-esque graphic design, as an inspiration to distill their DIY aesthetic to its purest form.


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