Indulge into the open closet interview of CLOSNEA, a Zurich based covert art collective, launched in 2019. It embraces an array of artistic media while fostering an intimate connection with its audience. Through exclusive and inspiring art projects, it mirrors the dynamic nature of society without being constrained by conventional ideas of following trends. The brand aims to launch each of its “art projects” inspired by the community, and for the community!
Can you share the vision and inspiration behind the founding of CLOSNEA ?
Closnea’s vision has always been, to create a place where people can be themselves and to create a community without being blinded by social norms, a place where everyone can be who they want to be. The inspiration has always been in our environment; it has been essential to us from day one to be aware of it and reflect it in our projects.
How do diverse elements and art forms like fashion to film, art to photography, snowboarding and skateboarding come together to form the identity of the brand ?
For us, it has always been important not to limit ourselves to one art form; we aim to make it difficult for our observers to categorize us and thus demand a certain amount of openness in order to explore our brand in a new way. However, most art forms listed are also used together for specific projects to embody the message we want to spread. Nevertheless, our roots are in snowboarding and skateboarding, where the strong connection to community and rawness lies.
The brand’s concept is inspired by ongoing societal inclinations. In today’s fast paced environment where thoughts and notions are like swiftly shifting trends, how has the collective’s journey evolved since 2019 ? How does this phenomenon impact the creative process ?
We started our journey with photography & skateboarding. Back then, it was more about the experience with friends and sharing those memories; over time, we ventured into the first merch, and that’s how the connection with the clothes started. For some time now, we have been trying to balance these different worlds but are currently moving towards “high fashion” in the sense of trying to build our own language rather than following the “streetwear” rules. Rapidly changing attitudes and preferences have and will always play a role in any creative environment. We, as a collective, try and counteract this movement as well as we can by conducting research and taking inspiration for various projects, not only from the present but also from the past. Of course, we will always be influenced by what trends and thoughts are current at the time, just like everybody else is. The key to not losing oneself is to be aware and to compare personal preferences with the ones one is being fed by the world. Balance it out. The beauty of the creative industry is being able to pick things apart, take what you like, and leave the rest behind.
CLOSNEA emphasizes the interaction between “you are us.” How does this interaction play a role in shaping the projects and ideas for the brand ? How does the brand interpret and respond to these findings ?
It plays a role regarding our projects by setting a base construct that is all about the social interaction of human beings. Our projects involve said topic and can focus on all possible two-party interactions. As already mentioned, the community has played a significant role from the beginning. Hence, the “you are us” hides the message that you make a difference for us and that our brand reflects our environment. It doesn’t mean that we only do things that appeal to the people who follow us, but rather that we address and question specific thoughts and ideas so that something new can emerge.
Since the brand’s creations are based on intangible ideas within the society, how do you cultivate this interaction among people and what role does audience feedback play in your projects ?
For us, the intangible value is of great importance; since the beginning, we have been trying to give new meaning to the clothes, less in the sense of marketing but more in the sense of making them meaningful for our environment. To specify „intangible“ we can take the clothes we make. Our goal is for them to be more than just pieces of fabric but to build an image for the brand originating from our garments. To nourish and to grow our intangible values, we can go back to the previous question. „You is us“ keeps the necessary interaction among the people alive—for example, the interviews we did for our latest project.
Rebelling against the idea of a specific style or subcultures in a trend driven world is incredible. How does the commitment to fluidity and lack of categorization influence the creative process within CLOSNEA ?
We wouldn’t say we necessarily rebel against specific styles or subcultures. Subcultures and people with a powerful own style are more of an inspiration. Fashion subcultures set a particular base in clothing and are, for many people, a first historic fashion experience and a valuable learning moment. They can be used to create something new. The sense of the set „categories“ for us is not to put ourselves into one but to make something of ourselves. We work very intuitively to find and build our language. We know there will always be interaction with subcultures, and we face them with open arms.
Could you walk us through the creative process behind one of your recent releases, highlighting the key elements and decisions that catered to the project ?
Social Concept is our latest project that has been in the making for a while. It is the blueprint of the message we want to communicate to the outside. The original idea comes from confusion. From research that doesn’t find an end and questions that don’t have a definite answer. It is not about one specific topic but about how they are all connected and where as an individual, you would place yourself in a social situation in terms of taking action. Do you observe, speak, or do you do both? The visual translation of this project shows a collision of different worlds, literally and fictionally, in the form of a photoshooting. Seen from the outside, there is a social situation of a dinner table but no party to fill the seats. Instead, there is one model embodying an alien-like character interacting with the food and the furniture.
Looking ahead, what can we expect from CLOSNEA in 2024 ? Are there any upcoming projects or directions you are particularly excited about exploring ?
We are facing a few changes; as already mentioned, it is constantly evolving, and we are trying to stay true to ourselves and make the best of it. We are currently working on our first collection, which will present new fabrics, shapes, and a new language. In the meantime, we will release new smaller projects like the upcoming “Harmony jacket”.
Dreamt Dawns / Closnea
Credits:
Brand: CLOSNEA / @closnea
Photography & post production: Toby / @toby.st
Creative direction: Laura & Marco Paganini / @user252805 @marcopaganini__
Styling: Laura / @user252805
Mua: Hannah Selenge / @hannahselenge
Set design: Laura, Mikka & Greta/ @user252805 @mikkafreitag @gretulinschiza
Light design: Lino A. Kalt / @lean__o
Furniture: Kiosk.io / @kiosk.io
Talent: Margo Litvinova / @morgana______l
Interview: Jyothsana Selvam / @jyothsanaaa