The shoot is about how millennials are trying to create their own look and aesthetic, and are no longer trying to be brand conscious and/or brand slaves, but just basically creating looks that are authentic and are not only a mixture of aesthetics but are also real and relatable.
The chains are an element of the hip hop culture coming into play but in a millennial kind of way , where its not about a regular gold chains its about just wearing a regular chain, like how you can mix & and match Adidas with Givenchy, destroying the societal dress codes - who said you cant wear a Givenchy bomber with an ordinary chain you know? And that’s that new attitude of kids that don't abide by the rules, its about embracing your esteem, and not trying to maintain an ideal look to please the masses. In it’s originality, its just about creating your own aesthetic and communicating yourself as an individual.
We thought it best to collaborate with three guys who best symbolize this style movement - rapper of Champagne69 William Nkuna, Fashion student and retro thrift mod enthusiast Ethan Richards and Ice Model Josh Boulton.
DNA Styling Agency aims to tell the tales of the youth culture, by means of their work. It was established late last year, and we decided to start the company to be able to do what we already were doing (which is creating content) on a bigger scale. DNA is a platform for us as partners and creatives to introduce new ideas, concepts & just play with our imagination. We want to create a space where we can be on trend and forge our own trends. The cut-and-sew variations and styling concepts of athleisure from Adidas merged with high end camouflaged Givenchy - are key to the story lines of All My Chains and are significant to DNA's two-way-spirited duo that is Don & Amy.
Styling: Amy Zama x DNA Styling Agency
MUA: Sthombe Madida
Stockists: H&M, Topman, Burberry, Adidas, Rick Owens, G-Star Raw, Levis, Maison Margiela, Givenchy, Converse