Edison Chen on Streetcult, creative hype, and the ABSOLUT New Youth
😈😈😈 Edison Chen on Streetcult, creative hype, and the ABSOLUT New Youth😈😈😈
Absolut Vodka launched its own block party last week through a maze of six different sites in Shanghai reflecting a cross over between youth culture, the streets, entertainment, and the best of streetstyle fashion (SSUR, Fly Streetwear, and MLGB). Around skateboarders, the cool kids, pop cultured punks , girls with extra bling, ayis, and the street cult vibe, Absolut launched its block Party in collab with HK celeb Edison Chen as jury for its Absolut nights platform showcasing youth, creativity and rebelliousness. He announced during his campaign that he’ll be recruiting creative talent where the Absolut nights platform will offer ¥10,000 / week in funding to support and inspire young people to create their own creative night.
Targeting predominantly an 80’s 90’s underground, niche subculture audience for this campaign, Absolut’s initiation of supporting strong creativity and its action of bringing together nationwide youth from the night is something that is important in today’s reality, especially China, where nurturing rebellion, intuition, and celebrating audacity through independent thinking and artistic aesthetics is something that was previously scorned upon due its lack of stability in the traditional work environment, where rules/regulations, societal norms and caring what others thought was more important than what we actually wanted .
Interview with ULSUM Media
Looking at several of the videos from the applicants showing their personal different nights, many of them are psyching on China’s underground street-culture, showcasing a variety of themes that are very close to their everyday lives (but with a twist), from DIY pop cult hot pot gatherings, fashion projections, KTV painting, to group hip hop battles, making late night clips on the streets of Shanghai and even dancing with fire. However, the underlining pinpoint that all these diverse videos have in common is its showcase of China’s new, authentic, and raw modern youth that is ready to go against boundaries and limits for the future.
Event Photos by Emily Keller, Fashion Designer / Writer
weibo: yanieyanson | Ins: TheMarginalist