3.09.2012

Paradigm Shift - Shiny

Putting up a clothing label is a great challenge. God knows how me and Mike Magallanes got into this business like a whirlwind (thanks to our dear friend Nicole Punetevella) . It was fast, a bit reckless and.. fun. We started with a vision and anchored to it until such time that we've built a lil' something that people appreciate and recognize. In the sea of retail giants battling in this industry, stepping up isn't a choice but rather the key to keep going. I'm so happy that we are presenting our 3rd collection this time. Anchoring to a signature look is healthy in branding but we also consider the element of putting something new. Something that ...shines! I appreciate how Paradigm Shift is being correlated with drapes, asymmetry, long silhouettes among people. However Mike wanted to inject metallics and that's how the story rolled.








An attempt to combine 2 opposing elements: Bold silver metallics and grey drapey garments were condensed to form this collection. With a specific focus on shirts, jackets, waistcoats and pants, an elaboration of different and usual forms , fabric and silhouettes are presented. Entitled Shiny, our fascination with hardwares and metallics has translated in creating a new measure of fun and transformable clothes, making each piece a personal experience... an extension to one's body

shiny_parashift-editorial_collection-3----15

shiny_parashift-editorial_collection-3----13


shiny_parashift-editorial_collection-3----1


shiny_parashift-editorial_collection-3----14

shiny_parashift-editorial_collection-3----12





For the lookbook , we wanted to have a fun shoot. Mundane, real, practical and of course the default LOVE element ... It revolves around the 2 lovers, one fun-crazy and one reserved and mysterious. The element of fun being represented by the shiny and metallic structured pieces versus the subdued greys in soft layers with undulating characteristic. Not really putting things liteally but that's how i see it.
shiny_parashift-editorial_collection-3----119

Before I used to hate metallics. I remembered how I consider a silver-y clothing item a tacky piece. Cheap , costum-y but that's decades ago and Silver is the "now". It's fresh, young and bold...



shiny_parashift-editorial_collection-3----115


shiny_parashift-editorial_collection-3----114

shiny_parashift-editorial_collection-3----113


shiny_parashift-editorial_collection-3----120

shiny_parashift-editorial_collection-3----112

shiny_parashift-editorial_collection-3----111
Love shirt


shiny_parashift-editorial_collection-3----124

shiny_parashift-editorial_collection-3----118

shiny_parashift-editorial_collection-3----121

shiny_parashift-editorial_collection-3----110

shiny_parashift-editorial_collection-3----116

shiny_parashift-editorial_collection-3----118

shiny_parashift-editorial_collection-3----123

shiny_parashift-editorial_collection-3----122



photos by Edrick Bruel



and here's a short film by Jujiin Samonte

check our site PARADIGM SHIFT


Like our Facebook Page

Follow us on twitter



2 comments:

  1. congrats dear! ganda ng concept ni edrick. reminds me of the juergen teller for marc jacobs ads. cool din ang vid ni jujiin! xoxo

    ReplyDelete
    Replies
    1. hahha thanks JP.. sino c juergen? lotion? chos

      miss u.. thanks. we're lucky to have the best team haaha

      Delete