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PUMA Select
Twitter: @PUMASouthAfrica
Facebook: PUMASouthAfrica

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This is how social media has affected our lives. Everyone does it, and so do we. It’s all heightened reality. Yeah, the guy might have a new car that is fancy – but he doesn’t share how he had to work 12 hours a day in a shitty job to get it, and during that process he lost his girlfriend because he was never home. We are trying to live up to ideals that are not realistic. That exist only because of a status update or an image with no context.

It’s become a social norm to send ‘LOLs’ without physically laughing, or smiley faces without being happy. It’s a façade that we indulge in because it’s human that we want to be liked… to be noticed and accepted. Showcasing ourselves – or our lifestyles – as something they’re not makes us feel like we fit in… But is this a bad thing? Who knows. Spending so much time and energy ‘living’ as someone you could not be confident being in ‘reality’, dreaming bigger dreams, or just feeling a sense of confidence… Well, this might at some point cultivate into reality! If it does, well good for you. Just do not say ‘LOL’ to someone. Ever!

Seeing as you spend most of your time on social media, comment your thoughts on this addictive craze bellow or hit us up on twitter @onesmallseedSA

Words: Matthew Alexander

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For more cool videos on one small seed click here or here

Sophia Chang

NYC-born and bred, Chang’s enthusiasm for killer product designs and pop culture was infectious for her first collaboration with PUMA. Tasked to visually reinvigorate the season’s Women’s Lifestyle Footwear collection, Chang and her dream team of talents, used the city streets of LA and New York as her backdrop for a photo-shoot that was remarkably colourful, spontaneous and empowering just as the collection itself.

For me, this project was about giving women the power to own their style… The PUMA Women’s Lifestyle footwear styles are bright and fierce, just like us women. I wanted to embrace the product designs and bring them to life within my illustrations and images.(Chang)

The Women’s Lifestyle Footwear collection is no exception to the ‘Next Starts Now’ seasonal attitude and Chang’s assortment of imagery brings centre stage a collection that is animalistic and bold. Styles such as the Women’s Sky Wedge Reptile takes design cues from PUMA’s classic Sky Hi, a basketball shoe first introduced in 1992, whilst a futuristic twist to the PUMA Slipstream is mashed up with animal prints to inspire the Future Slipstream Women’s Lite, equally celebrating PUMA’s heritage.

Chang’s photographic images and illustrations will be supported by puma.com and through a series of digital activations on PUMA’s social media channels, including take-overs on PUMA’s Instagram and Tumblr pages. In addition, one of Chang’s illustrated designs will be hand painted onto a mural in New York City’s Soho district at the corner of Lafayette Street and Jersey Street from Sunday, September 15th to Saturday, October 12th, 2013. A time-lapse video will be shared on PUMA’s Instagram.

As for what is next with Chang and her high bun…it is on the rise and there is more to stay tuned for in the season with PUMA and its’ Collection Directors. The next sensation, the next trend, the next icon won’t wait or hold back. Neither does Sophia Chang. Next doesn’t start later. Next Starts Now.

PUMA’s Autumn-Winter 13’ Women’s Footwear collection is currently in-store at PUMA Retail and is made available on shop.puma.com. PUMA’s next Collection Director reveal is set for October.

Sophia Chang:

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Instagram: @esymai #bun
Twitter: @esymai

images: (c) Puma, c/o Splash PR

You’re from Joburg right? Tell us about the fashion scene there vs. Cape Town.
Johannesburg is Cape Town’s cool little sibling. The inner-city is really coming alive, creating its own unique culture. With markets popping up all over the place, people are migrating back into the CBD. I think it translates into a really fun street style – less heels and tailored lines and more about second hand, bargain buys and most importantly, fun.

Tell us about your new project, The Frown For Rayne
The concept of the video originated from a desire to explore witchcraft, in a beautiful and enigmatic way. We wanted to reference ‘South Africa’ through the portrayal of a Sangoma. We wanted to create something not exclusively for the brands involved but that would impact the South African scene.

This video shows that we don’t need to be defined by our location, but we can still be inspired by it.

There was that whole thing in the early ‘70s, art rock and glam rock that tried to merge art forms so that music could transcend the audio. Is that an important part of your project?
Music transcends into the visual and, in turn, fashion transcends into music. The project would not have been as impactful were it not for the collaboration with the Frown. Music stimulates us in a different way to something visual and the fusion of the two creates an impactful connection.

Tell me about the track in the video.
The track was created around the video as we originally intended the project to be a fashion film. It is difficult to associate one type of music with the work we do as our aim is to make each project entirely unique. Jessica Rayne was hugely inspired by her time in London and the connection with the music scene is definitely reflected in her designs and our collaborative work.
 

The link between fashion and music is becoming more prevalent with the current success of fashion films which ultimately need to be partnered with music because films need soundtracks. The fashion film is about capturing that synergy succulently.

There seems to be a prevalent element of female strength to the video. What inspires you on that theme?
Rayne is about women who are strong individuals and we needed a star to represent that. We are both young business owners who have gone out on our own to create two very strong brands and we are focused on building up other women in the fashion industry who share our passion. The collaboration between Gaschette and Rayne becomes something bigger than our individual brands. Eve is a strong female figure, that is why we chose her to represent our concept and Rayne.

The scene with the abortion addresses the historical archetype of the deadly female — in that she can create life and therefore is a threat to her male counterpart because she holds the key to immortality through reproduction. It’s about something like an inverse immaculate conception — but because it’s quite obviously something evil inside her, it has to be expelled from her body in an equally unnatural way.

Was the final product similar to the original concept or did you just go to a warehouse with some flour and let it get a bit out hand?
The final film was an evolution of the original concept but it remained close to original thought process. We sat down and developed a story line of witchcraft and Steve Marais and Colin O’mara Davis suggested adding an African influence with creating a story inspired by Muti.
The flour was a crazy last minute decision (Steve is a genius!) that just enhanced the visual aspect of what we wanted to achieve.

What’s the inspiration behind the clothing? What’s the story that we’re watching?
Jessica Rayne: My Designs are influenced by the year I spent studying in London and the way I dressed- the gloomy weather affects your mood and style. I try to still keep the core of the brand quite romantic at heart. London was all about grunge, sheers and velvet- the mix of grungy and feminine which rings very true to Rayne and my personal style. Rayne focuses on a vintage second hand culture and sustainability that is a lifestyle overseas more than something that they aspire to as we seem to here.

Where do you see yourself in five years?
Jessica Rayne: I hope to have my own studio space and boutique in JHB and perhaps one in Cape Town and potentially a menswear line. I am also passionate about changing South African’s attitude towards vintage and luxury basics.
Jessica Lupton: I would like to travel and discover new sources of inspiration. I am determined to change the way the regular South Africa’s see fashion.

Thanks Jessicas!

Interview by: Adam Alexander

Joburg- A city in consistent fluidity. Meet Aryan Kaganof, a maven of all things creative. Aryan possesses a rare tenacity for raw experimentation. He’s a visual being, with a macabre insight into the human psyche. Suspended naked, blood smeared and silhouetted by hostile global images, his work reminds us of the fragility of human kind. A subjective voyeur and an inventor who cannot be found on a Sunday morning. He’s prolific and he’s watching YOU. Check out www.kaganof.com.

Hello Bruce Cowie. A Jozi boy through and through, this creative ambassador has been “doing his thing” in the design industry for over 11 years. Founder of Design Is A Good Idea, Bruce celebrates all of life’s marvellous obscurities. Noticing & promoting interesting things that others tend to miss, he illustrates how find extraordinary beauty and colourful flamboyancy can be found if we just look a little closer, for a little longer.

Frivolities aside, Chris Saunders is just another man with a camera. Alongside Murray Turpin (m18j92t), Nick Nesbitt (Kidu) and Clinton Jordaan he’s part of Team Uncool. Chris believes in the power of a collective energy. He’s about revolutionizing conventional ways of thinking, making great sandwiches, and hustling like Rudolf “Minnesota Fats” Wanderone.

Joburg isn’t dressed pretty. Shit goes down. It’s about embracing the intense energy. A real place for real people. No matter who you are, where you’re from or where you’re going, remember that “Today you are You, that is truer than true. There is no one alive who is You’er than You.”! So, from us and Dr Seuss adios amigos, we’ll be seeing you soon.

ISSUE 03 FEATURES:

• INTERNATIONAL ART: PICASSO COMES TO AFRICA
• DUTCH-INSPIRED SCULPTURES: DUTCH DYNAMIC
• SOUTH AFRICAN STYLE: THE CAPE FRANCOLIN ART HOTEL
• PHOTOGRAPHY: THE NEW NOIR
• PHOTOGRAPHY: ELINE KELLER-SORENSEN
• INTERNATIONAL ARCHITECTURE: ROTTERDAM – A RISING PHOENIX
• LOCAL ARCHITECTURE: THE REBIRTH OF JOZI
• GREEN ARCHITECTURE: HOLCIM AWARDS FOR SUSTAINABLE CONSTRUCTION
• FASHION PROFILE: THE GRACE OF A SWAN
• FURNITURE DESIGN: FILLING UP WITH ROCKETFUEL
• LIFESTYLE/DESIGN: MOJO
• DESIGN: CUTTING EDGE DESIGN: MATT BLACK
• ANIMATION: ONCE BITTEN
• GRAPHICS: NEW FASHION ILLUSTRATION: MARTIN DAWBER
• PRODUCT DESIGN: DESIGNER COFFEE CUP SLEEVES
• LOCAL MUSIC: SCIENTIFIC SOUND: CHROMOSCIENCE
• SA ELECTRO JAZZ: GOLD FINGERS
• INTERNATIONAL MUSIC: RELAX
• SA VJ’S: AUDIO VISUAL
• GLOBAL CINEMA: CINEMA’S FIRST GENIUS
• CINEMA: CELLPHONE CINEMA