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Regardless of how you ended up on https://daynight.ru/ - by chance or in search of original designer clothes - we want to talk about what conceptual fashion is and why we are engaged in this particular direction. 

Conceptual fashion is about individuality and courage.

Do you want to look different? And we like to support you in this. The idea of ​​the  concept store  is based on a special attitude to clothing and style. We are for the fact that, regardless of trends, everyone chooses for himself what clothes correspond to his character and his worldview.

However, like any authentic phenomenon, today conceptual fashion has become an object to follow. The term "concept" is often presented as a fashion prefix that every second brand uses for marketing purposes. Playing on the desire of the consumer to be different is natural for fashion brands. In pursuit of salable non-conformism, mass-market brands collaborate with designers in demand in this area.

Such collaborations only tangentially affect the ideas of the conceptualists, translating the avant-garde into the language of the masses and trends, which in itself contradicts the idea of ​​intellectual fashion. However, it can be argued that conceptual fashion is shifting the fast fashion paradigm towards intellectuality, and this is a good sign.

Conceptual fashion  is about the author's style and depth. 

It transforms clothing from a utilitarian concept into a speculative or even philosophical one. Independent designers  offer to see the intangible (image of thought) in the material (clothes). They draw inspiration from futurism, art, mythology and the contradictions of the surrounding world, creating clothes that are simple in appearance, but complex in content.

Of course, conceptual brands can be identified by external attributes: minimalism, oversized, monochrome, asymmetry and unusual cut, a practical approach to wardrobe design. But these are just tools: most designers prefer monochrome because of its “silence”, which allows the most accurate conveyance of the idea through the form. Although it is obvious that not every black jersey with raw edges can be called a concept.

A good designer or stylist puts together a certain image, and a conceptual designer creates an image with meaning. When a thing expresses a unique author's idea, it becomes conceptual. Independent designers are not afraid to look for new forms and technologies for the production of clothing, and this is their main advantage over the rest. Using different cultural codes and defining "I" in the context of reality, they show a detached and at the same time conscious view of fashion.

Conceptual fashion is about belonging to a closed club of people who oppose the mainstream and bring intelligence to fashion.

Someone will see snobbery in this, but we are  not afraid to work with a real modern avant-garde, with the most daring forms, not fitting into the framework of general ideas about fashion.

Perhaps you are familiar with the names  of Yohji Yamamoto, Issey Miyake and Rei Kawakubo . It was they who first set foot on the territory of the avant-garde on the eve of the new millennium. Fascinated by the speed of the information age and the cultural transformations associated with it, the above-named designers gradually created a whole world of “anti-fashion”, which destroyed the classical ideas about the silhouette and the purpose of clothing.

With the filing of oriental designers, fashion has ceased to equal embellishment. Intelligence has become its main driving force. A new symbolic aesthetics has appeared - total deconstruction (destruction of old foundations, impermanence of the world), architectural cut (liberation from the superfluous and striving for the future), transgenderism (independence from social conventions). The ideas of Japanese designers were picked up and developed by representatives of the famous Antwerp Six, then Alexander McQueen and his student Iris van Herpen, who still creates futuristic clothes in an amazing symbiosis of art, science and architecture.

In addition to the original idea, references to various social phenomena and art can be included in the conceptual design. It is impossible to read these references with the naked eye. Therefore, it is obvious that  intellectual fashion is not a mass product at all . We need observation, a desire to understand symbols and concepts, that is, to dress with meaning.

Finally, the conceptual fashion is about awareness.

She makes you think, brushing aside conventions and answering various questions: “who am I?”, “Why am I wearing these clothes?”, “What do my clothes say about my worldview?” Designers motivate the consumer to think about the ethical side of fashion, to take a fresh look at the general ideas about the form and what is beautiful and what is progressive.

And although focusing on the needs of the market is not a motivation for conceptual designers, the modern avant-garde is in demand and occupies a strong place in the fashion industry. Conceptual fashion is the art of transformation, an experimental approach that requires awareness. The bolder the designer in this regard, the more original and complex for the mass perception of his brand.