'You must create' was the phrase that inspired Fraser Moss and Jimmy Collins back in 1995. Now more commonly known as YMC
, You Must Create has spent the last twelve years developing and evolving a unique signature look. Initially inspired by work wear and military uniform, the duo create clothes that put function over fads with a healthy dose of dark humour.
The phrase that inspired YMC was borrowed from industrial designer, Raymond Loewy's slogan, and, like all the best things, the designers began with a cult following. The dark sense of humour that is evident in their work and a determination to avoid the usual fashion merry-go-round is what sets YMC apart. A morgue isn't the first place you'd think of for shopping for your wardrobe essentials, but this is the design aesthetic you will find if you venture to their flagship store in Shoreditch.
Don't be put off by talk of mortuaries, this collection is anything but goth; YMC's Autumn/Winter 2012 collection is cute, crisp and very British. This season sees femininity creep in to their typically androgynous look; inspired by the 1960's, with a touch of mod and a splash of punk, the non-fussy, straightforward silhouettes are picture perfect in their graphic AW12 lookbook. The simple images in the photos showcase the clothes effortlessly, allowing the craftsmanship and subtle details to speak for themselves.
The great thing about YMC is they are a British company making clothes for British women. We don't want flimsy fabrics and barely there skirts, so they give us Pussy Bow blouses and Peter Pan collar coats in a rich, hearty palette that is perfect for bright autumn mornings in good old Blighty. The revival of the Duffel coat and Italian tweed skirts will see you through our long winter, paired with school girl Mary Janes and practical rucksacks.
Despite the 1960's theme there is timeless quality to the clothes, meaning these are great investment pieces that they will last you for seasons ahead. So take inspiration from YMC and create your hardest working winter wardrobe yet, where boy meets girl and function meets fashion.YMC's Autumn Winter collection is available online and in their London stores now.
Words by Samantha Vandersteen
00:21 - 03/09/12
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