SERO PARIS is a fashion label based in Paris, led by Séro OH,
a finalist at the International Talent Support 2016.
The label tries to incorporate the Zeitgeist into garments
to draw a self-portrait of our time.
Mostly, inspired by contemporary art and subculture,
SERO wants to reflect this era
by plating layers of the most representative elements
of current phenomenon onto garment.
The brand casts doubt on custom and social conventions,
distorts(twist) and deconstructs the codes
that have been branded onto garments,
that expresses occupational clusters, social classes, and gender discrimination.
These are ultimately re-composed in disorder -
a deliberate provocation of our fixed ideas
in order to explore the innate meanings of clothing,
and to a greater extent, our being.
By challenging the absolute (conventional) standard of beauty,
it tries to disrupt the order of rank
that has settled between the author and the audience.
Let the Collective intelligence decide
what true beauty is by struggling with each other..
This study forfeitures the imposing aura of the fashion industry
and demolish the boundaries of authority
between main-stream culture and our daily life.
Power should be possessed by the people,
and not in the hands of few.
SERO tries to communicate, discuss and struggle
with real-life scenes by connecting to modern youth life-style
to create a social movement.
SERO aims at an equal society
through the consciousness of responsibility.
SERO supports the originality of each person
and SERO wants a society
where people respect each other as precious existences.
Don’t be afraid to be different ,
nothing is out of orbit .