Martine Rose Invites You Into Private Worlds With "What We Do All Day" Presentation

Featuring a surprise appearance from Drake.

By
Fashion
4,953 Hypes 4 Comments

London-based designer Martine Rose has revealed her latest collection, presenting the pieces in a digital experience titled “What We Do All Day.” The title takes its name from the virtual world created by Rose alongside International Magic.

Holding a mirror up to the confinement of the past year, Rose and International Magic constructed a virtual housing block, with each door opening to reveal one of 24 personal films. The films were captured in people’s apartments all over the world, including Nairobi, London, Los Angeles, Kingston and Ramallah in Palestine. In each film a model reveals a look at their private world, showing hidden moments like them shaving their head, playing with their dog or — in surprise guest Drake‘s case — working in the studio.

Explaining the casting decisions, Isabella Bush said, “We chose characters who were in tune with themselves, able to be confident and vulnerable at the same time. And also a few idols we’ve dreamt of working with for a while, but hadn’t had the opportunity to do so, due to location.”

The presentation showcased Rose’s Spring/Summer 2021 collection — which was previewed last year — featuring a number of classic Martine Rose items, including the designer’s square-toe loafers, printed denim and sportswear-influenced track pants. Elsewhere, Rose’s signature script logo features on T-shirts and hoodies which have been given an acid-wash finish. Another stand-out is the use of football-inspired jerseys and tracksuits, recalling previous collections.

Speaking about the unique digital presentation format, Rose said, “Although we were filming people in isolation, I didn’t want people to feel isolated, I wanted everyone to leave with the ultimate feeling of togetherness. I wanted to create a global community, we’re all, the world over, facing the same feelings and tribulations I want people to walk away thinking people are funny and warm and mad and importantly, that everyone is also the same. I want people to feel connected, not separate.”

“It became important to show the visual experience in real time and have it as a moment for people to feel part of a collective, together,” Rose continued. “I think we get lazy now, I remember the time before mobile phones; if you wanted to meet someone you had to be there at that exact time. I wanted people to be there and show up like you would for a physical show, a community watching together. The main goal was for people to come away with a sense of togetherness.”

In other fashion news, Issey Miyake recently debuted a collection of packable garments for SS21.

Read Full Article

What to Read Next

Nintendo Celebrates 35 Years of 'Super Mario Bros.' With Limited-Edition Switch Set
Gaming

Nintendo Celebrates 35 Years of 'Super Mario Bros.' With Limited-Edition Switch Set

Emblazoned with Mario’s classic colors.

Razer's Project Hazel is the "World’s Smartest Face Mask"
Tech

Razer's Project Hazel is the "World’s Smartest Face Mask"

Revealed at CES 2021 alongside an immersive gaming chair and new Blade 15/17 Pro laptops.

AGLXY and Staple Link up for Bold 2021 Capsule
Fashion

AGLXY and Staple Link up for Bold 2021 Capsule

Check out the illustration of Jeff Staple as a pigeon.


One-Off Ferrari 575 GTC Stradale Is a Race Car for the Road
Automotive

One-Off Ferrari 575 GTC Stradale Is a Race Car for the Road

A stock 575M Maranello has been customized by Classic Youngtimers Consultancy, and the results are epic.

Casablanca Goes Off-Piste for Ski Club Collection
Fashion

Casablanca Goes Off-Piste for Ski Club Collection

The Parisian label’s first foray into technical outerwear.

Music Projects You Missed This Week
Music 

Music Projects You Missed This Week

Featuring YG, Burna Boy, Denzel Curry and more.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. By adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.