TRADE/TREND

A fashion editorial inspired by the origins of techno music in Detroit and house music in Chicago. Men’s workwear, including now well known brands like Carhartt and Dickies, are linked to American youth culture in that everybody who was initially making dance music was predominantly wearing this attire for practical – not fashion – purposes. However, this spiralled into youth copying the style from DJ’s and producers. In the 90’s, particularly in the Memphis rap scene, the trade attire became known much more as trend.

CREDITS:
CREATIVE DIRECTION AND STYLING: LAURA WILCOX AND DEANNA WARD
PHOTOGRAPHY: DEANNA WARD
MODELLING: ALEX WESTON-NOOND