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Menswear

KEIGA Hua Hui

KEIGA Hua Hui was born in China. He now lives  in London where he has recently moved, from Japan where he previously worked and studied.

Keiga’s current work focuses on breaking through fashions traditional methods of expression, exploring visual direction and digital transformation, and delicately balancing the relationship between the real and virtual worlds in clothing and wearable products.

Building inclusive and progressive digital worlds, Keiga aims to create the future landscape of emerging Asian youth subcultures that embrace other communities. Keiga adopts this approach in his own practice by collaborating with people and designers from different cultures and communities, forming the future ,and creating closer cooperative relationships between individuals and teams.

In this body of work titled ‘Surplus Value Center’, high-intensity work, and addiction are similar, both of them are controlled by different methods to attract people. 'Addiction is the shadow of hard work'. - Lawrence Lek

The assembly line factory is like another world. Working overtime on weekdays and holidays. The worker eventually becomes a profitable machine for capitalists.

My villain is just like the capitalists constricting and abusing the workers, constantly checking their work, taking advantage of them, enforcing pointless labour hours, and wringing every last drop of surplus value from them.

This toxic subjugation makes PEOPLE dream of Revolt, heroes from every corner of the world. And, in this fantasy, there is a Champion who they await and long to marvel at, someone who can provide them hope and faith ,and show them how to free themselves from the capitalists and Monday society.

Therefor Keiga has  created a Utopian virtual world, spiritually, revealing the plight of workers in Reality, released from ideology ,and a toxic working environment. Using digital technologies to describe the dialogue and journey of three different characters ‘Villain’, ‘Revolter’, ‘Worker’. After that Keiga extracted the elements from these three different characters, and then imaging what they look like, what kind of clothes they would wear in real life.

The truth is hidden and out of sight. Utopia and ruins, desire and loss, fantasy and history, how should we look at society rationally, meanwhile to reflect how we look at our identity objectively through unbiased eyes?



Surplus Value Center

Film Creative Direction by Keiga & Yilin

Film Editing Direction by Yilin

Sound Design by Marco Henri

Simulation Model By Keigo Okazaki, Yudai Tateishi & Yuji