Collina Strada x UGG
With the boom in aesthetics starting in the mid-2010s, weirdcore emerged as a newer trend, estimated to have begun around 2017. This aesthetic movement challenges traditional aesthetic conventions by embracing the unexpected, the bizarre, and the provocative. It embodies nonconformity, exploring the boundary between art and fashion, pushing viewers to confront ideas and images beyond the conventional. Weirdcore interests and occasionally creeps out the viewer, giving them a sense of nostalgia.
Courtesy of UGG
In the ever-changing world of contemporary fashion, innovation and provocation are often the keys to capturing attention and leaving a lasting impression. However, the introduction of "ugliness" in art historically arose as an intellectual provocation against bourgeois boredom. Until the Ugly Chic revolution of the 1990s, high fashion was an aspiration in the collective imagination; it represented an ideal version of the self to aspire to. When Miuccia Prada arrived, this conception began to be undermined: fashion was enriched with an intellectual subtext, transforming what was previously mere form into a political and rebellious artistic expression. Since then, "bad taste" in fashion has been taken up and exaggerated, reinterpreted in all its forms. In 2009, Alexander McQueen introduced the Armadillo shoes, and in 2015, Alessandro Michele created the Princetown slippers, twisting the classic slipper shape and covering them in fur. Even Margiela's Tabi fall into that category of statement pieces that "just don’t fit", yet, due to the effort required for consumer understanding upon first appearance, manage to elevate the look and status of those who wear them.
If the destructive aim of the avant-gardes of the 20th century was ideal beauty, the contemporary fashion avant-gardes aim at good taste itself, intended as a conservative force that segments society: the grotesque thus represents the tool through which these hierarchies are overturned.
Courtesy of UGG
Collina Strada is one of the brands that keeps this legacy alive, adopting a weird and grotesquely funny aesthetic. It's not just a stylistic choice, but rather a statement of intent: the brand is committed to creating an inclusive space where diversity and eccentricity are celebrated. In an industry often criticized for its inaccessible beauty standards and rigid norms, Collina Strada embraces strangeness as a form of rebellion, offering an authentic and unfiltered representation of a wide range of identities. The brand's SS24 runway show was indeed a spectacle of human variety, with models of all shapes, sizes, ethnicities, and abilities showcasing vibrant garments in a kaleidoscope of colors and prints. Far from simply being a matter of aesthetics, this approach represents a challenge to the standardized homogeneity of the fashion world. But beyond its strong visual presence, Collina Strada also commits to a sustainable production ethic. The brand uses recycled materials and eco-friendly techniques to reduce the environmental impact of its production, demonstrating that provocative fashion can also be conscious.
Courtesy of UGG
Thus, even the UGG brand, through its recent collaboration with Collina Strada, has produced entirely vegan models. At first glance, this collaboration may seem strange, but it actually makes perfect sense. Even today, UGG is part of the shoes that have defined - along with Crocs and Birkenstock - the ugly shoe trend. Therefore, the two brands, riding the wave of the bizarre and grotesque, have produced a super campy, colorful, and provocative collection, featuring pointed Mary Janes, clogs inspired by animal figures—a recurring theme in Collina Strada's history—and colorful platform sandals with tulle. The animals depicted in this collection are flamingos, dogs, and monsters, all with an eccentric and bold appearance that, together with floral inspirations, becomes abstract.
"With this collaboration, we were able to make something really creative using their alternative leather fabrications for the first time in an interesting way. Their luxurious alternative leather is bio-based and vegan, which is really exciting. So I was able to work with them on their higher-tech sustainability offerings, which they've never used before," said Hillary Taymour, creative director of Collina Strada.
The collection’s campaign showcases the brand's commitment to youth culture and humor, with models Georgia Palmer, Sara Hiromi, and Taylor Larzo encased in sand sculptures. The whimsical and light-hearted approach perfectly captures the essence of both brands. Indeed, the Collina Strada campaign is a fascinating example of how it's possible to blend weird and sexy elements in a provocative and stimulating way. Its feminine nature is evident, but at the same time, there's a campy touch that adds an element of challenge and audacity.
Courtesy of UGG
In conclusion, Collina Strada stands as an illuminating example of how fashion can be much more than mere clothing. With its bold approach to weird yet conscious aesthetics, the brand continues to lead the way towards a more inclusive, provocative, and, above all, authentic fashion. Season after season, Collina Strada's goal remains the same: to spur action and address global issues, from racism to politics. The brand has managed to create awareness and a highly involved community in its projects and values, strategically shining the spotlight on its runways to send messages that go beyond a simple storytelling, actually encouraging people to express themselves with authenticity, freedom, and respect for what surrounds us.
