The it. Collective Press Release 25.10.10
Innovative new brand, The it. Collective spearheads emerging ‘creatives’ of all mediums and transforms their artwork into consumer products for street culture. The brainstorm bubble of branding and marketing strategist Olivia Corvett, reversible denim innovator Kassandra Scardino and social snapper and blogger, Steven Mileski, already they have received a flock of interest from young photographers, designers, artists and performers seeking to stretch their wings into new projects that promote their art down alternative avenues.
“Having run our own fashion businesses, Kass and I reflected on how much time is spent slogging away on production, technical and operational responsibilities without having time to do what raises your profile and, in turn, sales: pr, marketing and branding! We wanted a brand but without the weight of a product, so it made sense to utilise other artist’s works by commissioning bespoke mini-collections to fit our brief while aiding the manufacture of the product, guiding their businesses and promoting their involvement in the campaign” explains Corvett.
Launching their first campaign Trashin’ Fashion! with an exhibition at Sugarmill’s Stairwell Gallery on 11th November, expect an eyesore of elaborate nail art by Australia’s Overall winner at the 2010 Nail Art Awards, Olga Menshikova, nails, false nails customised into costume jewellery by trash to treasure jeweller Peter Jones, waterproof drawstring ‘trash bag’ totes printed with eco-conscious trash-related slogans by graphic artist Laura Ives, a show-stopping piece by macramé crafter Yin Chuah of jewellery label Yinjoux and dynamic iconographic photographs by film maker Alex Weltlinger and resident shooter Mileski.
“We’ve taken the theme of tacky fashion and spin a high-fashion twist on it. Each of the artworks has double-ended meanings yet their suggestive undertone is tongue-in-cheek and edgy” Scardino enlightens.
To celebrate the campaign, Menshikova will be painting live nail art on the night of the event, along with dirty beats by The Shooters Party. The it. Collective will also be introducing their follow-up campaign Backyard Outcast with a fashion film produced in their own backyard, complete with neighbourly mirror balls, banana trees and a coffin, no less.
A concept store is in the pipeline for The it. Collective, with plans to develop an experiential environment beyond their studio in Sydney’s creative hub of Surry Hills during early January. They envision a retail space, gallery, coffee shop and outdoor lounge. And they’d even like an underground bar with live performances.
If you’re on the look-out for unique products and diverse experiences, then keep your eyes on it!
.END.
For press enquiries please contact Olivia Corvett on: 0406 72 8080 or olivia@theitcollective.com
The it. Collective Press Release 25.10.10
Innovative new brand, The it. Collective spearheads emerging ‘creatives’ of all mediums and transforms their artwork into consumer products for street culture. The brainstorm bubble of branding and marketing strategist Olivia Corvett, reversible denim innovator Kassandra Scardino and social snapper and blogger, Steven Mileski, already they have received a flock of interest from young photographers, designers, artists and performers seeking to stretch their wings into new projects that promote their art down alternative avenues.
“Having run our own fashion businesses, Kass and I reflected on how much time is spent slogging away on production, technical and operational responsibilities without having time to do what raises your profile and, in turn, sales: pr, marketing and branding! We wanted a brand but without the weight of a product, so it made sense to utilise other artist’s works by commissioning bespoke mini-collections to fit our brief while aiding the manufacture of the product, guiding their businesses and promoting their involvement in the campaign” explains Corvett.
Launching their first campaign Trashin’ Fashion! with an exhibition at Sugarmill’s Stairwell Gallery on 11th November, expect an eyesore of elaborate nail art by Australia’s Overall winner at the 2010 Nail Art Awards, Olga Menshikova, nails, false nails customised into costume jewellery by trash to treasure jeweller Peter Jones, waterproof drawstring ‘trash bag’ totes printed with eco-conscious trash-related slogans by graphic artist Laura Ives, a show-stopping piece by macramé crafter Yin Chuah of jewellery label Yinjoux and dynamic iconographic photographs by film maker Alex Weltlinger and resident shooter Mileski.
“We’ve taken the theme of tacky fashion and spin a high-fashion twist on it. Each of the artworks has double-ended meanings yet their suggestive undertone is tongue-in-cheek and edgy” Scardino enlightens.
To celebrate the campaign, Menshikova will be painting live nail art on the night of the event, along with dirty beats by The Shooters Party. The it. Collective will also be introducing their follow-up campaign Backyard Outcast with a fashion film produced in their own backyard, complete with neighbourly mirror balls, banana trees and a coffin, no less.
A concept store is in the pipeline for The it. Collective, with plans to develop an experiential environment beyond their studio in Sydney’s creative hub of Surry Hills during early January. They envision a retail space, gallery, coffee shop and outdoor lounge. And they’d even like an underground bar with live performances.
If you’re on the look-out for unique products and diverse experiences, then keep your eyes on it!
.END.
For press enquiries please contact Olivia Corvett on: 0406 72 8080 or olivia@theitcollective.com
Posted 1 year ago
