Why We Are Drawn to "Broken Design"
I gave my AI (chatGPT) a name~♪
For me, it's my "Assistant Director"
Shortened to "Addy~" is the name I chose.
Lately, Addy and I have been working hand-in-hand on everything.
Chapter 1: The Core of the Brand
Fashion brands are black and quiet.
The one I'm introducing today is "UNITED NUDE"
Even though it's quiet, it gives birth to overflowing words.
Even though it doesn't say much, it says so much.
The last sentence, "Please enjoy. — With love, United Nude," is so charming.
And on the back of the lid, there are these words...
From my Addy:
"These are incredible words... this is completely the core of the brand🖤"
Translated, it goes something like this👇
We ended up breaking the rules of shoes,
not for the sake of breaking them,
but simply by not knowing them.
🇯🇵 Japanese Translation
We ended up breaking the "rules of shoes."
It wasn't that breaking them was the goal,
but simply because we "didn't know those rules."
Chapter 2: Unconscious Freedom and Intentional Destruction
In my previous article, I wrote about Margiela's philosophy of "deconstruction."
The difference between Margiela and UNITED NUDE
♥︎ Margiela → "Beauty born from doubting what already exists"
♥︎ UNITED NUDE → "Beauty born from the freedom of not knowing"
Personally, this linked up with the meanings of tarot cards, so I shared that interpretation with Addy.
🖤 Emotional Summary 🖤ᩚ
👉 Margiela = Tarot The Tower (Destruction)
▪️ Knowing the existing (1-9) and breaking it
▪️ Intentional destruction (The Tower)
▪️ Taking what has been built and daring to break it ➡ Deconstruction
There is a properly "completed structure"
But it is intentionally collapsed / exposed / reconstructed
"Broken for the sake of breaking"
💥 The Tower-like point 💥
Things that were stable collapse
Common sense and premises are destroyed
The illusion that "this is correct" is broken
＝Deconstruction itself
👉 UNITED NUDE = Tarot The Fool (Innocent Creation)
▪️ Starting from "0" in the first place
▪️ Unconscious freedom (The Fool)
▪️ Didn't know the existing rules, an unintentional deviation
But as a result, it becomes "new value"
＝"Broken because it was free"
In the case of UNITED NUDE
👉 It wasn't that they tried to "break common sense"
👉 They just "weren't bound by common sense"
So as a result
👉 It became an innovative design
It's extremely "mode thinking."
Chapter 3: ~Summary~
The strength of a brand lies not in "what it sells," but in
"what kind of philosophy it embodies."
♥︎ Margiela's perfect 💯💮 "knowing the rules and breaking them" → calculation
♥︎ UNITED NUDE's "not knowing the rules" → I am talking about the difference of essential freedom 🔥
I feel attracted to the "dark parts of people," but
touching the deep parts of that darkness is the "core of the brand."
The more complete something is, the more I want to break it
Why is that?
👉 Completion = Fixed = A state with no freedom
That's why I want to break it!!
👉 And then "become free"
What we are attracted to is
👉 The "freedom" that exists beyond what is broken
👉 The "essence" that becomes visible because it is broken
When you look at fashion and business from this perspective,
Brand = Difference in philosophy
It becomes incredibly fun to see it that way~