RUSTY GOODWILL

Social Camouflage

Seeking a sense of belonging is a part of the human condition. We are compelled to adapt our identity to those who surround us. This can be seen as social camouflage. Fashion, being a tool to display one’s identity, plays a part in this act of blending in.

This has culminated in the emergence of subcultural styles, which one can wear to stand out from the masses whilst also blending in with their subculture. Due to the potential for unwanted attention, these alternative styles typically don’t stray far from the norm. To reduce this chance of conflict, it is common for one to actively adjust their appearance to their environment, such as tucking in a necklace.

Taking inspiration from this act of camouflage, many of the garments in this collection can be worn in different ways, so one can adjust their level of conformity as they see fit. Camouflage is used throughout this collection to explore different subcultural styles and investigate how they blend into the norms that society has set.