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Based in London, luxury womenswear This Is The Uniform plays with the rules of fashion by examining stereotypes, perception and context. The collection ‘002 Does This Look Right’ explores the ideas of urban clothing and properness and is full of juxtapositions. Featuring wearable as well as edgy pieces of basic colours, blue, black, white, and a surprising baby pink, with strong transparencies dominating, the conceptual clothing line critically examines fashion and focuses on quality, functionality and fit, for clothes that can be worn either separately or layered upon one another. The designer uses romantic materials such as gauze, silk organza and chiffon, to create a girly chic look, worn with Reebok trainers, plastic sandals and frou frou socks, to give a 90’s cult feeling. Plain skirts in straight lines, clean cut tops with silver buttons as the only decorative, transparent bodysuits and shiny tracksuits are the elements that showcase a world obsessed with dressing. Pushing the style, This Is The Uniform produces a striking look book that resembles a parody of the ordinary trends, and sets the eternal question “Does this look right?” .

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