MadeMe A/W 17 Look Book tackles 90s Nostalgia with Princess Nokia
NYC based streetwear brand MadeMe certainly has not shied away from its “by girls, for girls” youth and feminism ethos with its latest lookbook. Founder Erin Magee, of Supreme fame, once again succeeded this season in keeping up with the ever-changing downtown youth culture whilst incorporating those all-important 90s feminist punk vibes that the brand was built on.
The latest offering sees NYC born rapper and activist Destiny Frasqueri, who goes by the name Princess Nokia, stepping in front of the lens, making somewhat of a perfect pairing. Previous collaborations have included the revival of Kim Gordon’s short lived 90s fashion label X-Girl after it was bought out by a Japanese company in 1998, with Gordon’s daughter Coco modelling the looks. This season’s stylistic images were shot by Mayan Toledano, who champions girl power and rebellion in her own right.
Magee most definitely accomplished what she set out to do in creating a brand that rivals Supreme while adopting a less masculine aesthetic. MadeMe provides fashion for those looking for a skater-girl look but still with added femininity. And this season was no exception. The look book took influences from London based sportswear designer Aaliyah and rap icon Missy Elliot for its latest designs.
The line includes glossy-black overalls and truckers not too dissimilar from the outfit sported by Elliot in her iconic “She’s a Bitch” video. Graphic tees, inspired by feminist movement Riot Grrrl, with logo stitching feature throughout while the Eastern European-esque berets, that appear in several looks, are reminiscent of those seen at the Gosha Rubchinskiy AW17 show back in January.
Princess Nokia is pictured hanging out in the tub, in a hotel suite and even at the cemetery. She poses defiantly, baring her bloodied teeth at the camera or aiming her fingers in the gesture of a gun. The first of the provocative images shows the rapper in the crab yoga pose with her head back, mouth wide open and tongue aggressively hanging out, whilst sporting a white and green raglan shirt. Statement puffer jackets dress down catholic school girl kilts, both of which pay homage to the 90s in their own ways, maintaining the tomboy aesthetic without losing any femininity. Each look is topped off with a pair of 90s throwback sneakers of the moment Nike Air Max 95s or crisp, white Air Force 1s.
Everything from the use of Toledano as photographer, to Princess Nokia as the face of the line, rings true to what the brand represents. Now is a time of rebellion. A time where anti-establishment, anti-mainstream, and anti-consumerism is rife among today’s youth. MadeMe bring the energy of 90s feminist movements such as Riot Grrrl to a new generation at a time when perhaps this insurgence is needed the most. Designers and fashion labels the world over have been using their status and designs to make political statements through their designs, and MadeMe is most definitely not the odd one out.
The collection is available to buy now on mademenyc.com.