恭喜发财! ft. THE ART COMPANY

新年快乐, Footwear collection, a line conceived to represent the significant cultural event of the Chinese New Year. The ART Company brand draws inspiration from diverse urban environments and their surrounding contexts. Given our location in Madrid, it is fitting to be inspired by the city itself and the myriad cultures that enrich it. Consequently, we have focused on the cultural expressions of one of the most widely celebrated festivals among Madrileños: the Chinese New Year. This celebration offers a vibrant exposition of Chinese customs and traditions, interpreted through an artistic lens. While China's reputation in the realm of fast fashion and associated quality concerns may be prevalent, this study aims to showcase China as a significant global power, not only economically but also by highlighting its rich cultural heritage and ancestral history, which is intricately linked to the Silk Road connecting East and West. The twelve-year zodiac cycle's origins lie in mythology. One legend recounts that the Jade Emperor, or Buddha in another version, wished to aid humanity. To do this, he assigned an animal to each year within a smaller cycle. A race was held among numerous animals to select the twelve representatives, with the first twelve to reach him earning a place. The ART Company prioritizes environmental impact throughout its operations and products. Consequently, we conducted a thorough analysis of this collection's representation and its cultural context, leading to a significant evolution in our approach. Model: @histeria_wolf Design and photography: @velvettuisecoinin Brand: @art_company_shoes Textile: @oakandcork 3D impression: @innova3d.es

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