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THE IDEOLOGY

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The 70s ‘Hippiedom’ may be a free-spirited decade of tripping flower people indulging in sex, drugs and Rock & Roll, but also a revolutionary time of redefinition in gender roles, fashion androgyny, and portrayed as a “pivot of change” in world history. Particularly for women, it was a generation of rising radical feminism and sexual liberation.

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In the realm of Horology, the 70s saw the emergence of digital technologies in wrist watches which lead to the Quartz Crisis. However, this era also gave life to

a great deal of beautiful and innovative watch creations, which not only outlast the Quartz Revolution but remained unbeatable, iconic and popular styles till this day, timepieces featured in the photo story includes - Audemars Piguet’s Royal Oak, Patek Philippe’s Nautilus, IWC’s Ingenieur, Chopard’s Happy Diamonds and Vacheron Constantin’s 1972, just to name a few.

 

When i was conceptualising this photo story for the revamped website of Revolution Online, immediately i knew i wanted to set the scenes against the ideologies of the liberating 70s - also a time when smoking was everywhere. We found 2 amazing ladies, India with her cool, blonde boy-cut hairstyle, and Cristina who reminded me a little of Ali MacGraw when i first saw her polaroids. 

 

I cherish opportunities like these, where I am able to push the boundaries of watch photography and watch styling, relating horology to spectrums of society, culture and humanism. 

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Creative Direction + Fashion, Watch & Jewellery Styling : Marie Lee

Photography : Munster, assisted by Betty Zapata

Fashion Assistant : Tezel Lim

Hair & Makeup : Sital Patel

Models : India Lownds / Zone Models & Cristina Noah / Mot Model

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