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FREE YOUR FREAK

Sunday Morning can be defined by its transgresor but also fashionable style. It could be said that it is directly inspired by the clubber and raver subculture. However, it should be pointed out that the clubber aesthetics is a mixture of various styles and subcultures, resulting in something new and eclectic, which its main characteristic is the differentiation from mainstream. It is a variant and personal aesthetic but always authentic. The clubbers are occasionally denominated as trendsetters, since they are an inspiration for major brands. In that moment the underground becomes overground, then the clubbers reinvent themselves again to remain authentic successively.

Elena García-Arquimbau

If Sunday Morning would be a verb, that verb would be TO RELEASE, because it encourages people to show how they really are and feel. As a consequence, Sunday Morning would be presented as «FREE YOUR FREAK».

It all started in Castellón de la Plana (1992). I graduated myself in fashion design in Barcelona, specifically, in the Escola Superior de Disseny (ESDI) of Sabadell. The first years of my bachelor’s degree were quite difficult, since I was in the middle of the research of my identity. All that personal research was marked by an unconventional lifestyle, in which the night and the electronic music played an important and relevant role in my inspiration.

After overcoming an intense personal learning, I moved out to London to study my last year of the degree at the University of the Arts London (UAL), specifically, in the London College of Fashion. Living in London entailed a personal and aesthetic liberation. Additionally, one of the subjects I had at the University of the Arts London analysed the subcultures and how these expressed their identity throughout their style, among which you could find the clubbers.

Once I came back from London, I presented my dissertation in Barcelona. This project,  «Save the Rave», was the beginning of Sunday Morning. However, it ended up becoming real in Madrid, where I had the opportunity to put my brand and myself in the spot thanks to diverse fashion magazines. Madrid was the city where I got to launch my brand in a professional way.

Last but not least, my time in Berlin was crucial for my brand’s evolution, since I lived very intensely the clubber subculture of the city, which made me question my brand and identity. However, in the end I got to nourish myself from this subculture and give life to Sunday Morning.

A Sunday morning, informal clothes, trainers, and sprawled on the sofa. Sad, off and grey.

A Sunday morning, eccentricity, ‘fam’ and music. Magic, electricity, colour, joy.

The Clubbers, ‘the fam’, dressed crazily and evocative in the best afters of the city.

A Sunday morning is not any given Sunday, this moment has been and will be for the clubbers, their inhibition and pleasure, it’s their moment, it’s …

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Translation by Marta Babiloni Ferrando

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