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Digital Nightmares

An unfolded laptop shows an image of a person in underwear next to a steamer and a cardboard box with warning tape, while a smartphone next to it shows several overlapping browser windows with a redheaded person in white clothes.Obere Hälfte zeigt Laptop mit Bild einer Frau neben Staubsauger und Umzugskarton, untere Hälfte zeigt Smartphone mit mehreren übereinander liegenden Browserfenstern, die eine Frau in Modekleidung zeigen.
Project:
Service:
Channel:
Year:
Life is Pain
Campaign Development
Campaign
2023
Project:
Life is Pain
Service:
Campaign Development
Channel:
Campaign, Content
Year:
2023
Life is Pain is a Berlin-based fashion label positioned beyond classic streetwear clichés. The brand combines a clear, partly experimental formal language with influences from the electronic music scene - raw, pulsating, and always carrying an underlying sense of rebellion. Rather than following trends, Life is Pain translates subculture and urban energy into wearable statements that oscillate between fashion, music, and art.
Zwei iPhones zeigen eine App mit Fotos: links eine Frau, die Eyeliner mit einem großen Messer aufträgt, rechts ein junger Mann, der auf blauem Plastik sitzt, mit Optionen zum Teilen oder Akzeptieren eines Fotos.Zwei Smartphones zeigen eine Shopping-App mit einer Frau, die ein Messer hält, und einem Jungen vor einem Wasserfall, mit Optionen zur Produktakzeptanz.
For the Fall Collection 2023, we merged fashion and interface - streetwear reflected through the lens of digital reality. The concept was built around the aesthetics of a “digital native” everyday life, captured through the look and feel of the iOS universe. Messages, pop-ups, albums, search windows - familiar digital gestures translated into a visual narrative.
Collage of six smartphone screenshots showing a new photo album creation, a person wearing baggy grey jeans, a fashion catalog with a model holding a laptop, a sharing request for white paint-covered baggy shorts, a text conversation about a plaid shirt, and a woman standing in front of graffiti with large 'PAIN' text overlays.Sechs Smartphone-Bildschirme zeigen verschiedene Apps und Aktionen: Fotoalbum erstellen, Porträtfoto eines Mannes, Person hält Laptop, Bestätigung eines Gesichts desinfizieren, Chat mit einem Bild eines Taschenlogos und Straßenfotografie einer Frau mit Textüberlagerung.
This resulted in a visual world in which the collection is not merely presented, but comes to life - between home screen and camera roll, between chat window and search result. An aesthetic exploration of the boundary between online and offline, staging Life is Pain exactly where its audience truly lives: in the digital now.

Discover more

Large crowd at a festival in front of a stage with a big pink inflatable decoration from 6PM.
6PM
Close-up of a smartphone screen with the Meine Vorsoge app and the mail app, time 9:41 displayed.
Meine Vorsorge
A person wearing a black jacket uses a laptop with a fashion website that shows seasonal trends such as sweaters, jeans, shirts, and white sneakers.
Ettics
Ad with a gray premium Milano box spring bed on a red background, price from 1,624.70 CHF, with text “OLD SWEDE! Do the Swiss have hammer beds and the SwisSpur logo.
exploro
Hand hält ein Smartphone, das eine Produktseite für schwarze Tassel-Loafer aus Kalbsleder auf der Website etiql zeigt.
Etiql
Ad with a gray premium Milano box spring bed on a red background, price from 1,624.70 CHF, with text “OLD SWEDE! Do the Swiss have hammer beds and the SwisSpur logo.
Swisspur
Five spice tubes in a wooden holder, labeled Burger Spice, Italian Kitchen Spice, Jalapeno Rice Seasoning, Pizza Spice and Pasta Spice.
mykraut
Neon pink wall hook with red sweater and curtains in the background.
Kolor
A person holds a tablet with a website that shows a sold-out LIFEISSPAIN blanket.
Life is Pain
Poster on a concrete wall with the inscription “Don't buy at ettics! “left and a photo of a thoughtful woman with long brown hair and a gray coat on the right.
Ettics - We are not Sustainable
Laptop on a holder with a black background, showing a fashion website with models in various outfits.
Jnorig
Who the hell is Stanley? Poster with a grey IrisGo Cup Flow drinking bottle against a beige background on a stone wall.
IRISgo
Exterior view of an information stand with a large black and yellow tent and several banners on a sunny autumn day with blue sky and clouds.
bleane
Woman with a smile holds several colorful suede bags with zippers.
Mindtraveler
Smartphone shows an online shop page from the brand Zodiaque with a black silk Athena bra for 110 euros.
Zodiaque
Group of people stand in front of a building with blue, rounded decorations and a red sports car in front.
misomo
Laptop with a website for a bedding set sits on a white bed next to a tray with croissant.
Bo&Button
Smartphone on textured stone surface displaying an ad with text 'I've got my eyes on you! ' And two blue eye-shaped floaties labeled Misomo.
misomo
Smartphone shows online shop page with various sneakers from brands such as ASICS, Oakley and Mizuno.
ARYS
Smartphone screen showing a photo sharing request from LIFEISSPAIN with an image of a person sitting on a blue plastic-like material.
Life is Pain - Digital Nightmares
Laptop on brown leather sofa shows a website with a modern office interior and the address Mai GmbH, Alfred-Nobel-Straße 9, 86156 Augsburg.
MAI Architekten
Laptop with an open web page showing a wooden laptop table with details and a price of 149 euros.
Jungholz

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