Student Week: REMI
by Jessica Deseo on 07/20/2020 | 2 Minute Read
What does a genderless world look like? A world where traditional masculinity is not adhered to and products are not designed for just one conventional gender. Student Jaeho Sohn, created a concept fragrance that breaks down the male gender role and creates a new concept for the Gen Z audience.
REMI is a fragrance brand for men who do not adhere to the conventions of traditional masculinity, defined as macho and unemotional. REMI has an urbane but rebellious spirit a with unique scent representing new masculinity in the very gender-driven fragrance market.
REMI ‘s primary target, Gen Z, who has grown up in the most gender-neutral world ever, do not identify themselves simply as male or female. To them, gender is not a dihcotomic concept, but it is more like a spectrum. Their gender perception about masculinity is radically different from that of older generations and they feel resistance when they are asked to comply.
Along with Feminism, “New Masculinity” comes up and it resists following conventional masculinity and pursues the world of borderless gender perception and the collapse of the gender frame.
The design inspirations of REMI are the scribbles and the newspaper. Over the masculine and well-organized layouts, such as newspapers, the random scribbling lines represent a resistant spirit to the existing value(Traditional masculinity).
- Credits: Jaeho Sohn
The GRO Agency