One Wolf's AW19/20 "NORM" collection is inspired by social norms that organizes the community and the individuals’ desire to break them. Important questions within the framework of this theme are how “the mask” that one puts on works in order to comply with the social standards? How the norms determine broad aspects of societies behaviour? And how the clothing that one chooses makes them normal or beyond social standards?
The very thin line between the “normal” and “abnormal” in this collection is portrayed by strong opposites in patterns, silhouettes and in the unconventional combination of classical and sporty garments in completed looks. Colourful prints with lyrics of the pop music song “Life Is Life” from Austrian band “Opus” are chosen to reflect life’s continuous monotony and everyday routine – at the same time, the ones ability to bring some joy and colour in it.
To show the aspect of routine and conventional normality subdued, monochrome colour palette has been chosen, but contrast of raw denim with soft sweatshirts, wool and high-tech synthetic materials brigs the contradiction of normal/abnormal to the light.