Up to the minute

Services provided: concept / branding design / graphic design

This project is a discursive project that tries to show people how bombarded we are being with trend content on a daily basis. Trends become a part of our everyday social surrounding and communication. They are changing the way we categorise and enforce consumerism by making fictive expiration dates on fashion and lifestyle. The question is: what is the limit for a person when they just cannot follow the trends anymore? 

UP TO THE MINUTE is a website dedicated to provide you with chic insights and know-how tips about the latest global trend. It presents new trends on a daily basis and gives you insight in all of the things you have to know what currently is trending. You can learn how to dress, where to shop, what events to attend. You can even order merchandise from the UTTM shop so you can be in trend as soon as possible. Every trend lasts for only 24 hours, after which it gets replaced by a new one. 

BESTBEFORE_ is UTTM’s brand which specialises in selling a wide range of products to equip you with the hottest gear for your daily trend. 
It is a parody of the expiration date related to trendy products that basically do not loose their functionality but just start to lack desirability. BESTBEFORE_ sells everyday known products as hot stuff on the market because of their connection to the current trend. 

Video edit: Leona Kadijevic / Photo: Nikola Zelmanovic / Photo edit and hand model: Filip Pomykalo