Brain Dead Winter '19
BRAIN DEAD WINTER 19 is the idea of a utilitarian workwear that goes beyond our normal understanding of the relation between the human and its workplace. Brain Dead thrive to push boundaries of what the future of identities is, doing so by combining ideas of everyday life and work with a futuristic approach in which the workplace is designed for the human and not for the company itself. One of the main artist collaborations was Leon Sadler, who forms his work around the creation of identities.
The collection was shot in Ivera, Italy. More specifically at OLIVETTI, the company that pioneered the Italian Avant-Garde design movement in the 60s and 70s and led the way for a sprouting industrial sector with its futuristic humanistic work city called “Citta dell Uomo”. Olivetti produced Italy's first electronic computer and the historic Olivetti M1 typewriter. From the 1940s to the 1960s, Olivetti industrial design was led by Marcello Nizzo- li, responsible for the Lexicon 80 (1948) and the portable Lettera 22 (1950). Later, Mario Bellini and Ettore Sottsass directed design. The company’s approach to industrial design continues to inspire Brain Dead.