It's Just Fashion

After all, "It's Just Fashion". Explore the photo series originally created as an ASOS campaign proposal, considering fluidity in fashion from imagery, to language, to sizing. Written, shot and styled by Rae on Minolta Dynax 500si 35mm 400. Modelled by Ayesha Qaiser, Joao Camacho, Poppy Gregson, Sarah Sanders and Shanice Walter.

Shot by Rae.

Why so serious? It's Just Fashion plays with the concept of all fashion being fluid fashion, without the need to label it specifically as unisex, menswear or womenswear. The series chimes in on the idea of all fashion being for all people at all times, pointing out that labels in fashion is unnecessary and outdated. Who really cares what you wear or who's body it's 'supposed' to be for? Fashion is expressive, limitless and ultimately, fluid. While being a key aspect of your visual identity and perception, it's only a short snippet of a personality, a uniform, a mood, an identity that's been channeled at that period. You should never allow short-term perception, shame or shyness from using fashion as your tool for visual and personal expression. Fashion is simply what it says on the tin, It's Just Fashion.

Want to see more from our models in this in this series? Let us know via Instagram (@blur_mag), and if we don't see you before we'll see you next Tuesday!