The designs are aptly described as "an exploration of clichéd femininity [and] female archetypes." The multi-hued pastel garments and accessories use color palettes as a mechanism to explore girlishness; ribbon graphics and floral embroidery evoke an ultra-feminine childhood.
Yet there is more than that which meets the eye.
Moran's Autumn/Winter 2012 collection video further explores the concept of femininity, which the clothes themselves touch on yet still leave something to be desired.
I rarely indulge in fashion videos, yet I was eager to see what else Moran had in store.
The video revels in its simplicity: a model dances almost woodenly to "I Like That" by Static Revenger, a song with an oddly enticing pop-meets-techno sound.
It's kitschy sexuality at its best, plates of sweets and juicy strawberries and innocent schoolgirl charm. Bright pink lipstick and heavily blushed cheeks accompany faintly mischievous smiles. In a mere two minutes of footage, the stereotype of ultra-femme naïveté meets impending adolescent awakening.
Bouncing around in her dollish garb, it's girlish fun that turns into the longing for premature teenagehood, a force that faces young girls in many societies today. It's the pressure to grow up too fast immortalized.
Moran's clothing gives us a promising premise; the designs themselves are raw and seemingly speak more towards their message than to a potential buyer. But it's the symbolism that makes them so enjoyable, the unadulterated fun that has not yet succumbed to consumerism.
I'm curious to see the development of the brand over time. I feel that with more experience and evolving ambition, an interesting future lies in store.
Visit natalieannemoran.com.
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