‘The Lucid Collective’ Interview for #projectsalt

Charlatan Clinic - Chloe

1. Where did you get the name ‘The Lucid Collective’ from? What does it mean?

Words have always been important to us. Obviously, they’re fundamental to communication, but
in a modern world a lot more hangs on literal meanings when so much of our conversations no
longer happen face-to-face.

‘The’ denotes one or more people assumed to be common knowledge. It’s a word often
overlooked, but if you ever happen to look at it in its context, there’s an inherent assumption
that the word’s user thinks you know what they’re talking about it. ‘Lucid’ refers to clear
expression and ease of understanding, or the period of clarity between intervals of insanity.
‘Collective’ evidently refers to a group of people. Tying all of these words together serves to
underscore our mission to outfit the current man in timeless attire.

2. What makes ‘The Lucid Collective’ different?

Our goal was never to be different, exactly. A good way of illustrating this point is to look at what
was happening with the menswear market at the time we came onto the scene; hundreds of
small-time brands were cropping up. Each of these brands came into being saying that they could
do exactly what everybody else was – so why should they buy from somebody else what they can
produce themselves? The problem with this mentality is that it aims purely and simply to
emulate. It does not innovate.

The Lucid Collective’s aim is to establish its own path, with an eye trained on how best to create
enduring, fashionable pieces. We’re not terribly interested in what other companies are doing.

3. Who is your biggest influence style-wise?

There is no one individual who has been of specific influence, which echoes our intent to create
as opposed to emulate. However, we’ve obviously got huge appreciation for and understanding
of what was happening in the men’s fashion arena prior to our arrival. In that sense, it’d be men
such as Muhammad Ali, Sinatra and James Dean.

4. What do you like most about #projectsalt?

The opportunity to collaborate with creative individuals from different backgrounds.

5. Do you relate to ‘Lilly’ or ‘Henry’? Why? Why not?

The beauty of the piece is that anybody can relate to either of the characters; they’re both
extreme representations of different facets of every person. Lilly has an unpredictable, raw nerve
and this lust for life. But she’s scared, and at times that cripples her emotionally to the extent
where she lashes out. Henry is experiencing a collision of his fantasy and reality, and it doesn’t
measure up for him. He’s never ventured to carve his own reality, but has somehow fallen into it.

6. What has it been like to collaborate with ‘charlatan clinic’?

It’s been interesting getting an insight into the character building process; observing Fergusson’s
direction of her actors.

Having worked to this point predominantly online (both with customer interactions, and in the
sales process), we often don’t get face-to-face with the individuals across the globe who wear our
clothing. To come into a process where fragments of a character are being pieced together in
order to form a cohesive person, and then to clothe that person, has been an interesting
experience. Clothing reflects so much about an individual, and we feel we’re playing a pivotal
role in how the characters are presented to and interpreted by the audience.
Working with creatives in other fields always serves to generate some interesting ideas, too. It’s
important not to box yourself into your niche – it’s a tiny and quickly stagnating place from which
to draw inspiration.

7. In your view, what style does ‘Lilly’ have?

Lilly is a futuristic, monochromatic Marilyn Monroe.

8. What about Henry’s fashion sense?

Henry is an accountant, and lives with his mother. He’s challenging. Our first thoughts concerned
his reservation in life being reflected in the clothing he wore. Considering the deeper levels of
his psyche, however, we came to the conclusion that he’s dressed himself to accord with his
fantasy. As such, he’s almost trendy, but in a very mechanical manner.

9. What is next for The Lucid Collective?

Fashion week.

You can view The Lucid Collective’s ‘Volume One’ short film here:

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