This Is The Uniform. is anything but. Exploring the conformity of fashion, this emerging womenswear label challenges the traditional rules and systems of dress, creating the antithesis of uniform. It’s clothing like you’ve never seen before.

Their latest lookbook “I don’t want to be a traitor to my generation”, explores the famous rant of an all-wise Cher Horowitz, on how guys roll out of bed with baggy clothes and greasy hair, while us girls are expected to swoon.

The oversized collection showcases a range of traditional men’s and women’s silhouettes that are modernised by fabric, cut and fit.

Highlights include an all-organza sheer tracksuit with embroidered detailing, a cropped dad-style polo shirt, baggy jeans reminiscent of young Eminem, and a flamenco-style tucked top and skirt combo with matching rosette headpiece.

It’s inconsistent, unique and interesting. Plus it’s all featured on a greasy-haired, swoon-worthy model. Take THAT '90s boys.

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Ft. Maison Martin Margiela, Preen, Rick Owens, Alexander McQueen, Damir Doma, more
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