The Global Edition
SPRING SUMMER 2014
EDITORIAL
fashion,
The search for difference
and individualization through
fashion is a subject that excites
me a lot.
No need to go far, just watch the
streets of city centres to realize
how much people seek its own,
individual style. Uneven and unusual styles are numerous.
Fashion is no longer under the dominion of the great couturiers.
Haute couture herself opts for prêt-à-porter, and tailored clothing
epoch ends and gives way to industrial production of homogeneous
essence.
However, as the contemporary French philosopher Gilles Lipovetsky
says in his book The Empire of Fashion: Dressing Modern
Democracy, that the prêt-à-porter industry’s could not be a fashion
with a radically democratic system, but is itself sustained by the rise
of democratic collective aspirations of the masses.
A new cycle begins.
At this time comics’ artworks on t-shirts, ripped jeans, funk shoes,
retro clothing and high tech accessories gain legitimacy of fashion.
However, it seems that consumers want more than that.
What people now seek in fashion is greater autonomy. Although still
wanting to please, they take comfortable and practical clothing
making it street chic, with unique style and a seductive look.
Boom Bap Wear interprets these signs in the world around us.
We create fashion products very relaxed with free expression that
flout the historical role of
fashion, based on the purchase
of personal items for a certain
social status. Our products are
inspired by the street culture,
communicating a private
satisfaction indifferent to the
judgments of others, manifesting itself in favour of well
beingand pleasure for yourself.
Our brand message does not use television or big announcements of
press advertising.
Our customers are our ambassadors; our communication is
word-of-mouth. People value more what friends say than what it says
on television.
Took advantage of digital media we give the power to our consumers,
do our marketing through the comments and photos sent to us.
Soon we noticed that there is a strong presence in the media is a good
way to be seen and remembered.
IDENTITY &
COMMUNICATION
...
CEO
BOOM BAP WEAR
Fernando Teles
FASHION EDITORIAL 2014
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