Jess Hamilton

Honours – BUSY GOING CRAZY (Collaboration with Rosette Hailes-Paku)

BUSY GOING CRAZY is all about fun, the drama, the angst and the fantasy. It contains a plethora of emotions, of highs and lows of confusion and uncertainty; it’s the moments of euphoria that come as quickly as they go. The disregard of responsibility and the desire to do what you want, when you want. In subverting tradition, authority and conformity to inspire rebellion and divergence, our work promotes individual identity and freedom of expression. In a homage to the punk era, our customers should feel unafraid to reject mainstream culture and instead be encouraged to pursue all things crazy and irresponsible and rebel WITH A CAUSE.

Our brand story comes from our own personal experiences, responding to our lives in Dunedin. We aim to respond to our unique place in the world, as a form of social commentary of Dunedin’s history and youth culture, drawing from punk aesthetics and values. This interdisciplinary collaboration was the basis of our year long Honors research project, showcasing an 8 look collection at New Zealand Fashion Week 2019 as part of the Graduate show.

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