2NDDAY
SPRING/SUMMER 2017

Beatnik Generation
The Beat Generation was a group of authors whose literature explored and influenced American culture in the post-World War II era. The bulk of their work was published and popularized throughout the 1950s. Central elements of Beat culture are rejection of standard narrative values.

In American in the 1950s, a new cultural and literary movement staked its claim on the nation’s consciousness. The Beat Generation movement was a rebellion against the status quo of American life, and an exploration of meaningful self-expression.

The members of the Beat Generation were new bohemian freedom fighters, who expressed his spontaneous, sometimes messy, creativity.
When the media latched onto the Beat Generation, it became a phenomenon, spawning a raft of products aimed at those who admired the “Beats” and their perceived lifestyle. To outsiders, the Beats had an aura of hipness, of cool – even though the Beats never really sought to be any of those things. The Beats were looking for real meaning, authenticity and a deeply personal self-expression in their lives and work.

Beatnik Beauties
2NDDAY SS17 Beatnik Beauties is inspired by the 1950s to mid-1960s that displays the more superficial aspects of the Beat Generation. Elements of the beatnik beauties includes; 50s waistlines and ironic animal prints or details, along with a cartoonish and playful arty shapes as frills and patchwork.

Color palette of 50s floating pastels is picked from artist Helena Frankenthaler paintings. 2NDDAYs fifties mood turns into raw elegance with beat girl street luxury.

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PHOTO ELISABETH TOLL
STYLING ROBERT RYDBERG
ART DIRECTION HOMEWORK
CREATIVE DIRECTION BLANK ATELIER

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