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17 June 2021

New collection from recycled military textiles 'Fishgetseasick' by 'Beware of Mainstream' presented at press conference in Vienna

Recently, the Austrian brand 'Beware of Mainstream' presented the new collection of women's, men's wear including hats and bags at a press conference in Vienna (embedded Instagram post below). The concept of the collection follows the idea of longevity. The classical pieces like trenchcoat, blazer, parka give upcycled military tents and seabags a second life. The founder of the brand with the rebellious name is marketing specialist Miso Curcic de Jong who teamed up for the 'BOM x Couture' with fashion and costume designer Ulrike Janich. For the campaign, BOM collaborated with photographer Andreas H. Bitesnich who received 2009 the Vienna Fashion Award in the category photography. Bitesnich is especially known for his nude photographs which are exhibited in museums and galleries around the world.

Image: Campaign sujet for the 'Fishgetseasick' couture collection by Beware of Mainstream. Models of the campaign are the founder himself, Miso Curcic de Jong dressed in a skirt in combination with a t-shirt and model Runa Ruckstuhl who wears a jacket in classical denim trucker style.

Photo: Andreas H. Bitesnich.

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