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2018 "Simulacra & Simulation" Editorial

Whether it’s the hyper-glossy celebrity shows on T.V. or a person’s impeccably curated social feed, we seem to find ourselves caught staring through to our buzzing monitors, unwittingly oblivious to the fact that what’s reflected back at us is an elusive self-image that’s only found in the absence of our true identities. In the overly digitized world of new media and technology, hyper-reality has assumed the role of reality. French philosopher, Jean Baudrillard published a treatise in 1981 examining the notion that our perception of reality is a social construct that cannot be undone— an extension to Plato’s infamous Allegory of the Cave. In the end, we’re left with infinitely more questions than we can answer; we’ve become trapped in an inescapable simulation of reality: Simulacra.

The distinction between what’s “real” and what isn’t is indistinguishable. What’s more important? The paper that money is printed on or the value of it? A random photo of yourself or the best one? Is it truly our friends who we’re messaging on social media or are we speaking to their social projections? To what extent are we actually the version of ourselves that we want to be? Do we wear our clothes or do our clothes wear us?

Dubbed “Simulacra & Simulation“, our editorial is a visual representation of Jean Baudrillard’s book of the same name, informed by the dystopian implications of his theory. Playing on various graphic prints, we’ve put together a slew of utilitarian garments that inherently pose the aforementioned questions. The ALYX Eternal Bomber Jacket is layered over the Watercolor Hooded Shirt. A Heron Preston Bonded Jacket, grey ALYX Hooded Long-Sleeve and reversible Red Sun T-Shirt are just a few highlighted pieces among the others that enter the mix.

Scroll through the photos above to see more from the 2018 “Simulacra & Simulation” Editorial.

Photographer
Alex Lau / HBX
Stylist
Ronnie Chan / HBX
Art Direction
Sara Li & Charlie Zhang / HBX