Could you introduce us to STAFFONLY? Who are the people behind it, and what are their stories? How and when was the brand established?
STAFFONLY is not centered on individualism or highlighting one or two key designers. Instead, we operate as a creative collective, a small group of thinkers, designers, and curators dedicated to exploring and expanding thematic concepts. Founded in 2015 by just two passionate individuals, our team has grown to include ten talented members. In each collection, we invite collaborators to join us in co-creating, fostering a dynamic and inclusive environment that fuels our innovative spirit.
At our core, STAFFONLY embodies unlimited imagination that transcends conventional boundaries. We delve into the logic hidden beneath appearances and cultivate a sense of communal recognition within groups and communities. Our mission is to create empowering and delightful experiences that forge collective memories. This approach guides our selection of curated materials and color palettes, resulting in an ironic and provocative take on fashion. Our designs are further enhanced by functional and sculpted silhouettes, merging aesthetic appeal with practicality.
By prioritizing collaboration and collective creativity, STAFFONLY continuously evolves, pushing the limits of fashion and design. We strive to offer not just clothing but meaningful experiences that resonate with our audience and inspire future innovations.
I have been following your brand for the last couple of years, and the LOST IN ERRORS collection has made me contact you with a wish to know more! Tell us about the collection; is there a connection between the internet algorithm and the post-internet era we live in depicted in it? What are the inspirations?
Over the past year, discussions surrounding artificial intelligence (AI) have surged globally, with AI being integrated into various sectors and generating excitement about the transformative changes it promises. However, a pivotal moment came with the deepfake incident in South Korea this year, which starkly highlighted the potential dangers of unchecked technological advancements. This event underscored the fragility of what we perceive as real, prompting us to question the very nature of authenticity in our increasingly digital world.
In our daily lives, we remain constantly connected to the external world through devices such as smartphones and computers. In the early stages of technological development, we relied on a few trusted sources to moderate these connections. Today, however, the ease with which events and identities can be fabricated has significantly eroded that trust. This shift mirrors the philosophical concept of the „brain in a vat,“ where our perceptions of reality can be manipulated, leaving us uncertain about what is genuine and what is artificially constructed.
The LOST IN ERRORS collection embodies this tension between reality and illusion. By integrating „error“ textures and exploring the interplay between physical forms and digital overlays, we aim to blur the lines between the authentic and the fabricated. This approach not only reflects the post-internet era we inhabit—where algorithms and digital interactions shape our perceptions—but also serves as a commentary on the vulnerabilities introduced by these advancements.
Fringes, knitwear, suitcases, painting rollers, and KETNIPZ (the character of Bean—a small, naked pink thing who’s just trying to make it through the day)—how does this come together?
The core of this season’s collection revolves around the concept of „mapping errors,“ where we reinterpret and display the world through a virtual lens. Just as virtual spaces require meticulous modeling and texturing, our clothing acts as the ‚textures‘ that adhere to our bodies, representing our identities and the images we wish to project.
Incorporating fringes into our designs serves a dual purpose. As models move, the fringes interact with the printed textures on the garments, creating a digital glitch effect. This interaction blurs the lines between reality and the virtual, making it challenging to distinguish what is real and what is artificially constructed. It’s a reflection of how our perceptions are increasingly influenced by digital interactions, leading to a seamless overlap of the authentic and the fabricated
Our collaboration with KETNIPZ, featuring the charming character Bean, adds another layer to this narrative. We admire how Bean portrays everyday experiences with simplicity and humor, and Bean reciprocates our appreciation, making this partnership a natural fit. Harry Hambley (Ketnipz Illustrator) specially crafted a depiction of Bean’s office, aligning perfectly with STAFFONLY’s brand story. On our garments, we’ve incorporated doors and windows that allow Bean to glimpse the real world, symbolizing a connection between his virtual office and our tangible environment.
When you put it all together, these elements—suitcases symbolizing the burdens we carry, social media representing the curated versions of ourselves, and the playful misplacement of facial features mimicking digital glitches—mirror the complexities of modern life. It’s like orchestrating a whimsical ensemble where each piece contributes to a larger, cohesive story, much like how we navigate our daily routines with both intentionality and spontaneity.
Shanghai Fashion Week is always on my list when it comes to finding new, fresh voices in fashion. How does STAFFONLY see its position there?
Shanghai has established itself as a premier fashion capital by seamlessly blending Eastern and Western cultures. This unique cultural fusion makes Shanghai Fashion Week a vibrant and inclusive platform for creative exploration. Unlike other fashion weeks with rich heritage, Shanghai encourages brands to develop their own unique presentation styles, allowing designers and audiences to engage authentically and organically.
For STAFFONLY, Shanghai Fashion Week offers significant autonomy in venue and performance styles, enabling us to push the boundaries of our creative expression without conforming to conventional norms. The city’s strategic location as an international metropolis, combined with its proximity to a robust supply chain, facilitates the efficient execution of our shows, allowing us to bring our visions to life swiftly and effectively.
Who is a STAFFONLY perfect customer?
STAFFONLY’s perfect customer is someone who combines a mature mindset with a youthful spirit. They have a deep inner thought process, a strong pursuit of quality, and a great sense of humor. Curious and adventurous, they are always eager to break boundaries and explore the unknown aspects of the modern world. This blend of sophistication and playfulness makes them ideal partners in our journey of creative and innovative fashion.
Maybe my favorite piece when it comes to accessories are indeed the gloves with the printed face on them. Who are in general people portrayed and captured on fabrics in LOST IN ERRORS?
The portraits featured on our fabrics are exclusive of the models themselves. Each printed pattern in a given look showcases the model wearing that ensemble, with their image intricately woven into the design. We observed that AI has a profound fascination with human faces, which perhaps reflects our intrinsic focus on facial features. When using AI for image generation, feeding it photos often results in the AI interpreting ambiguous structures as human faces.
This phenomenon of erroneous face association inspired us to experiment with multiple faces on a single individual. By integrating several depictions of the model’s face within one look, we aimed to create a surreal and thought-provoking visual narrative.
You are also famous for incapable set designs and often a chorographical concept to the catwalk. Who is in charge of that, and how is this concept realized, at the same time as the collection or by the end when the collection is already developed?
Each season, our creative team collaborates closely with show directors, musicians, and visual artists to bring our vision to life. We deeply recognize that fashion, as a medium, has its expressive limitations. To transcend these boundaries, we integrate elements of performance, sound, and spatial planning to effectively communicate our concepts within a short timeframe.
For instance, in this season’s show, we invited models to walk directly into the audience, breaking the traditional runway barrier and fostering a more interactive and immersive experience. This approach allows us to deliver our ideas dynamically and engage our audience in new and unexpected ways.
How fast is fashion?
Fashion’s allure lies in its incredible speed, enabling it to swiftly respond to current events and cultural shifts. This rapid adaptability ensures that fashion remains a dynamic reflection of the societal landscape at any given moment. When we look back at the history of fashion, it’s evident that clothing trends are deeply intertwined with the prevailing ideologies, movements, and sentiments of their time. At STAFFONLY, we embrace this inherent speed by creating collections that not only respond to the present but also encapsulate the essence of the era. Our designs are crafted to mirror the thoughts and emotions that define our current moment, ensuring that each piece is both timely and timeless. By doing so, we aim to produce fashion that leaves a lasting impression, allowing future generations to look back and understand the cultural context of our creations.
Do you have some tips on what to wear for New Year’s Eve and spring 2025?
For a cozy New Year’s Eve in chilly Vienna, we recommend bundling up warmly and personalizing your outfit with your own New Year smile printed on your clothes, blending comfort with creativity as we welcome spring 2025.
STAFFONLY is a transcendent symbol and a rallying code, carving unique individual paths into a unified terrain. In this space, we use diverse materials to blur the lines between imagination and reality, drawing a fresh cultural landscape. Rather than engaging in confrontation, STAFFONLY subtly awakens the disciplined collective, infusing humor into dress details to create a code for decoding reality. Through sensory experiences and memories, individuals regroup at STAFFONLY, using curiosity to unlock an alternative everyday life.
STAFFONLY STUDIO – www.staffonlystudio.com, www.instagram.com/staffonlystudio
