Tell me something about Maison Conneries?
Maison Conneries (which translates into: House Nonsense) is an ironic comment on temporarily happiness and researches on how can to turn “nothing” into “something” and make it seem like the next big thing. 
Smartphones and the internet gave us the possibility to constantly keep ourselves busy — and even though it opened a lot of doors, it made the Westen Millennial and the generations after them more impatient than ever. It killed our ability to focus, created an addiction to constant stimulation and an allergy for boredom.
Remember when Supreme launched the Supreme Brick for £26 pounds? Sold out within seconds and selling for up to £800 on Ebay. We’re craving newness and I find it extremely fascinating how hype-sensitive people are and how they are willing to throw money on the counter for the stupidest of things. 
To confront people with this, I started thinking about making an entire collection out of garments and accessories that don’t make sense. I gave it a “fancy” French name, made woven labels and send out digital and paper invitations for the “printemps-été 2019” show. Basically I wanted people to think that Maison Conneries was an actual new fashion brand in town. It worked: people I didn’t know, showed up and one person even emailed me if he could buy tickets for the show. That’s really what it’s about: to show people how a hype is created and artificial. 


Why were you the chosen one to do something with this subject?
I have been involved and interested in youth culture for as long as I can remember. I like to analyse what trends are upcoming and how they emerge. At the moment I’m really fascinated by Generation Z which I made a short film on before. I think that they’re interesting because no one knows how exactly they’re going to develop: they are the first generation to be born in a (Western) world that isn’t without internet. Visualising these topics into film, editorial and fashion is the best way I know how to discuss them, and the best way to show people what’s going on.


How do you want people to feel after they’ve seen the reality of hype culture?
I would like people, and again especially the younger generation to stop filling there desires with temporarily happiness but see the long term value of things.


How do you feel that that is reflected within the way you consume?
In terms of fashion this for me means think about the items you buy and why you buy it: would you still wear it next season? Is it really you or is it you blindly adopting a trend? Don’t get me wrong, I love progression, but to see trends come and be completely worn out and copied by H&M and Zara within 2 months hurts my eyeballs.


Why did you choose for these type of items?
I choose for garments that I could make multifunctional because it makes you think it’s “handy” at first. If you have a closer look at it though, you’ll see they are all mostly useless or not practical: The Sling Bag, The Bib Scarf, The Panty Scarf, The Velcro Suit with Replaceable pockets, The Pen-Jacket… I’m not a designer myself so I had a look at materials, streetwear and Chinese gadgets, by collaging them together and teaming up with my designer friend Jules ten Velde, it became a collection.


Art Direction & Styling: Ami Keita
Photography: Jaimy Gail
Make-up & Hair: Zoë Dante
Models: Mustafa @ Fourteen Model Management; Lara @ Elvis Models ;Suze van Dijk
Visit Maison Conneries’ official Instagram page here.


ami keita, Amsterdam, Art Direction, Beauty, castle, conneries, doron beuns, Editorial, elvis models, fourteen, fourten model management, jaimy gail, jules ten velde, la folie, location shoot, logo scarf, London, maison conneries, makeup inspiration, nobody has to know, nonsense, Printemps, printemps-été 19, spring summer 19, ss19, Styling, VOLT, volt london, volt mag, volt magazine,