A design movement towards making fashion accessible for men in order to influence Singaporean media representation and young males' conceptions of masculinity.
Unfollow is Singapore’s up and coming men’s fashion and lifestyle brand that caters to desires of male consumers, keeping individuality at the forefront.
Singapore | 2019 – 2020 | Creative, Photography
UNFOLLOW WAS A PROJECT THAT SPANNED OVER A YEAR. THE FIRST 4 MONTHS WERE SPENT IDEATING POSSIBLE DELIVERABLES - A PODCAST, A CLOTHING LINE, EXHIBITION SPACE, FESTIVALS. THIS PROCESS HELPED ME DEVELOP AND ADAPT UNFOLLOW TO BRING IT TO A MUCH LARGER AUDIENCE.
CELEBRATES THE UNCOMMON, UNFLINCHING, UNDAUNTED, UNSTOPPABLE, UNTYPICAL + UNORTHODOX
IN TODAY'S SOCIETY.
Styling became a large part of my project. Constantly surrounded by fabric swatches, understanding fabric perception, and tailoring sartorial options to test clients, styling became second nature. Noting inspirations, getting garments made and customising subscription box pieces taught me more than i could have imagines about the men’s fashion industry.
Shooting these same outfits for magazines and posters taught me about fabric movement, how light affects it, the wear of a material. Working with models I learnt how to pair pieces with versatility.
UNFOLLOW HOPES TO BECOME A REFERENCE FOR MASCULINE FASHION IN SINGAPORE.
This cross-platform project aims to fill a gap in knowledge as few academics have empirically examined the attitudes and behaviours of male fashion consumers. It hopes to create a narrative of the contexts in which textiles influence Singaporean men’s understandings and performances of masculinities.
Unfollow is Singapore’s up and coming men’s fashion and lifestyle brand that caters to desires of male consumers, keeping individuality at the forefront. Exploring their thoughts and anxieties, unfollow aims to challenges sartorial stereotypes and make fashion more approachable in the construction of male identity.
A NEW WAVE IN FASHION,
PERCEPTION + THINKING
A tailor-made service for the members of unfollow. The subscription box is our monthly clothing subscription that provides its members with great style on a regular basis without the fuss. For a minimal monthly/ quarterly fee, it provides them with 4-5 garments in each box, based on individual preferences, style and budget.
Allowing the customers to keep what they like and returning the rest within a given period of time, the box is curated for those who need a hand in the shopping department. It, like the rest of the deliverables maintains the brand guidelines.
The box also holds the welcome card, packaging and branding, a styling brochure, other smaller collaterals within.
EACH PIECE THAT WENT INTO THE BOX WAS PERSONALLY PICKED FOR THE CUSTOMER + CAREFULLY STYLED WITH A VARIETY OF OUTFITS
THE STARTING POINT OF THIS ENTIRE PROJECT, A MEANS FOR RESEARCH AND BUILDING THE MOVEMENT. IT AIMS TO CREATE REPRESENTATION, BUILD A COMMUNITY AND SHARE THE WORKS OF OTHERS TAKING SIMILAR INITIATIVES. IT CREATES A MORE ACCESSIBLE ARM TO UNFOLLOW.