Established in 2017, UNDERAGE was created by designer Ying Shen who fuses a world of fantasy and rebellion into this contemporary brand. The Central Saint Martins Graduate stays true to her origins - time spent studying graphic design in China - whilst integrating a modern approach to her designs today.
Following on from the SS19 collection ‘Lucid Dreams’, AW19 from the label was inspired by the cult film The Rocky Horror Picture Show. The collection delved into the iconic film’s impact on the sexual revolution in 1970’s Britain whilst exploring sexuality and gender among the younger generation. Tailored pieces that broke against traditional concepts were mixed with familiar knitwear and t-shirt pieces, brought together through androgynous styling. As society continues to try and influence us with ‘social norms’, UNDERAGE offers to both audience and consumer the option to choose our own identity. Something the youth of today craves more than most.
Looking towards the luxury trend shift from product to experience, this label is creating designs that offer a way to combine both. During the presentation itself, the installation of pipes, wires and a red transparent backdrop were accompanied by the almost unsettling music, all of which helped build the overall suspense. The creation of a unique environment for the showcase added value to both the collection and brand. As the industry moves forward with various segments of gender fluidity and luxury adaptability, UNDERAGE moves side by side with it.