KEZIA
SETIAMIDJAJA
STUDENT BIO:
In 2018, Kezia studied fashion design, harnessing the curriculum to run her business: Facebook group, UNDERGROUND (UG).
Her influences are Aristotle's philosophy of Simple Apprehension; as well as Greek Tragedy and performativity. Her work covers branding, fashion and interior design, and event management.
Her influences are Aristotle's philosophy of Simple Apprehension; as well as Greek Tragedy and performativity. Her work covers branding, fashion and interior design, and event management.
The Masters allowed her to sharpen these skills; and key influences added here are Derrida's notion of deconstruction as a method to uncover writing and reading—what Norris (1991) terms 'reading between the lines'.
'Most people make the mistake of thinking design is what it looks like," says Steve Jobs, Apple's CEO "People think it's this veneer -- that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works."
(Walker,2003)
(Walker,2003)
This project rebrands UG, creating a once-in-a-lifetime streetwear event where one can buy, swap or sell. It will be an immersive museum/ market concept. Dismissing traditional rules of retail, the focus is to connect the audience with vendors, sponsors and influencers on a personal level.
MISSION:
To create a vibrant community that can call UG home and their go-to for all things fashion
VALUE:
VALUE:
Although members value quality and designs of a product, they crave the interaction within brands, influencers, creatives and friends with deep knowledge and understanding in the field,hence why our value is to keep the community as interactive and supportive as possible. To Consistently allow the members to discover new things and keep them on their toes and desiring more.
PHILOSOPHY:
To members, streetwear often represents affiliation with a sports team or childhood memory,while to others, it's a representation of their personality. Underground's philosophy is to celebrate and embrace the creativity of each member, and as a group, to lead into the future of fashion with a community that members will call 'home'.
