This film about friendship and normality by a group of friends from Prague was shot at the academy of fine arts of Prague with zero budget and shows, through gestures and framing, the ambivalent reception of the Wang x H&M collab by the industry and the consumer.
Ambivalent cause it mixes concepts that were supposed to be opposed to one another: luxury and consumerism, design and mass market, normality and originality.
The normality (music, installation, smiles and gestures, green background) is shown as distorted and twisted by imperfections: iPhone cracked screens, wrong framing and too normal situations.
The zero budget is also a deliberate choice of the artist who wanted to show that creativity and collectiveness is an underrated form of value that money can't buy. You will also notice the sound contains a watermark that requires payment for its removal.
After watching it, it feels like we have to run with our friends to the next H&M and throw our iPhones to the walls to feel happy and unified.
Fashion is fun. Life is fun. Friends are fun.
wang x h&m
front of camera:
behind the camera:
made by saliva