Did you hear about the new species yet?
Saturated with a sardonic reaction to the current fashion industry, Dutch brand MAISON the FAUX wants to broaden the horizons of what is accepted in the “mainstream” of fashion. Striving towards a more inclusive world they transcend binary (gender) structures through their clothes ‘Humanwear’.
In their new campaign video MAISON the FAUX collaborated with the art director Robert by making a mini documentary about a new species: the FAUXmosapiens. In this video the new collection is worn by an inclusive army of creatives a.k.a FAUXmosapiens and by asking questions as who am I? What is real? What is fake? Does it matter? they transform our current structures towards more inclusivity.
This brand and video is a good example of what we call the mass-avantgarde movement, where we see an important shift towards a more critical society. They challenge the status quo, they do not feel limited by binary or demographic structures, such as age, gender, religion, ethnicity or borders. Despite to what society dictates, their true heroes are people who dare to be themselves. This causes a whole new tone of voice and aesthetics.
We love this powerful message of the FAUXmosapiens. Let’s hope we bump into more FAUXmosapiens in the near future.