The ‘INFLUENCER’ concept spreads loudly trough media, internet and the street and loosens something with everyone. For fashion designer Emma Gelaude, the buzzword had a positive trigger: it inspired her to design a great F/ W17 collection together with those other Belgians, the boys of O’Ren Official. O’Rèn Official x Emma Gelaude has become a collection full of hoodies, sweatshirts, t-shirts en caps.
On every quality item from the O’Ren Official x Emma Gelaude collection one finds the term “INFLUENCER”. Bold and largely displayed and on full blast or rather somewhat more discrete in black, grey, khaki or pink or even completely executed in pailletes for the lovers of glam, there is a design fit for everyone.
According to the great Andy Warhol, “in the future, everybody will be world famous for 15 minutes”, according to Emma Gelaude, in 2017, we are all influencers, point final.
With this she means: Mummy who posts her cakes and coax X who explains why happiness is makeable trough #lifequotes on Instagram. Young wolves who give you a glance into subcultures, or the alert activist who kicks you a conscience one-Facebook-post-at-a-time. Whether you let hear your voice just for fun, or you are paid and do this sponsored or in cooperation with a brand or to change the world, everybody is part of this endlessly turbulent cosmos of word, image and video. The message is, being an influencer is not anymore a privilege of the happy few.
A fire going viral
Emma Gelaude: “I find social media magic and democratic. The O’Ren Official x Emma Gelaude collection is therefore a tribute to collective creativity. Creativity which knows no limits, does not discriminate and connects people in communities large and small everywhere in the world.”
“But”, she adds with an eyewink, “not everyone will agree with me or the fans of our # ORENxEMMA-items, and I like a bit of commotion. Let’s talk about it! Absurd? Funny? Inspiring? This collection is a torch to ignite others…
The O’Rèn Official x Emma Gelaude collection is in the stores from 31 august 2017 and is available online: www.o-ren.be, www.emmagelaude.com