“As we grow up we are told that the world is the way it is and our job is to live our life within these boundaries. We are taught not to bash into the walls too much, to have a nice little family, get an education, save a little money and try not to get into too much trouble. Life can be so much more broad once you discover one very simple fact — that everything around you was created by people that were not any smarter or any better than you. The minute you understand this, you can begin changing things to be exactly how you want them to be. This is your life, don’t be afraid to make it on your own terms. Question everything, be unique. While others around you cop out for a cookie cutter existence, continue to want more. Help form a generation who constantly unleash their creativity upon the world, who don’t play the game by yesterday’s rules, who realise the power they hold. Make your mark on life, learn from the past, live by the present and create the future.”
New Zealand’s men fashion brand’s “I Love Ugly” latest editorial campaign “Generations” puts the spotlight on the pressure to conform to society’s ideals and stick within its boundaries. “Generations” focuses on the comparison and aspirations of young men (aged 3-12) asking them what they want to be when they grow up. These individuals are a stark contrast to the older men (aged 48-69) positioned next to them who are asked about their regrets in life. The full answers will be provided in all “I Love Ugly” flag and online stores. By this powerful campaign “I Love Ugly” continues to stimulate individuality and inspire creativity.