Waxay muujinaysaa qadar wanaagsan oo nasasho iyo ciyaar ciyaar ah oo u dhaxaysa dhaqanka iyo casriga ah ee ka tarjumaya zeitgeist-ka kobcaya ee London.
Summada raaxaysiga Ingiriiska ee Dunhill ayaa ku soo laabatay dalkeeda hooyo ka dib markii ay soo bandhigtay intii lagu jiray Toddobaadka Dharka Ragga ee Paris dhawrkii xilli ee la soo dhaafay, iyada oo ku biirtay jadwalka dhijitaalka ah ee Toddobaadka Fashion-ka si ay u soo bandhigto ururinteeda dayrta 2021, "Compendium."
Mark Weston, oo ahaa agaasimaha hal-abuurka ee Dunhill tan iyo Abriil 2017, soo noqoshada waxay siisaa sumadda "fursad lagu xiriiriyo London" oo ka baxsan xafladihii caadiga ahaa ee BAFTA ka hor oo ay sanad walba martigeliso jilayaasha Britishka ah ka hor masiibada.
Ururinta dayrta ayaa ka tarjumaysa isbeddelka muuqda ee nolosheena.
Iyada oo qayb ka ah himilada Weston si ay Dunhill ugu keento jiil cusub oo dhagaystayaal da'yar ah oo adduunka oo dhan ah oo ay ku xidhaan astaanta Ingiriisida - “dabeecad gaar ah iyo qiimeyaal gaar ah iyo sidoo kale dareen ballaadhan, dareen qaab casri ah, iyo gaar ahaan Dabaaldegga tirada badan ee London casriga ah” — ururinta cusub waxay isku daraysaa nasasho iyo ciyaar ciyaar iyo caado iyo casri ah oo ka tarjumaysa zeitgeist-ka kobcaya ee London.
Soo bandhigida shay la hubo iyo ujeedo labadaba, 'dunhill Compendium', ururintayada cusub ee Dayrta Jiilaalka 2021, waa ciyaar u dhaxaysa homespun iyo reer magaalka, isticmaalka iyo qaabaynta. Anaga oo ka tarjumaysa sida aan hadda u noolnahay, oo leh hab dabacsan oo casriyeysan.
Dusha sare ee qaybaha dawaarka ee ugu caansan ee caanka ah, iyo calaamadda Weston ee jaakad duuban iyo surwaalka cirifka ah, ururinta cusub ayaa sidoo kale leh doorashooyin raaxo leh sida jardiinooyin badan oo si sahlan loo xidho oo leh qaybta hoose ee la goyn karo, oo lagu arkay muuqaalka furitaanka; boodbood-gacan-midab leh oo midab leh, iyo maro-sharafyo ka dhigaya mid iftiiminaya inta lagu jiro wicitaannada Zoom. Qaybaha maqaarka ayaa ah calaamad kale oo ka mid ah ururinta, haddii ay tahay koofiyad huruud ah oo marigol ah, jaakad mac-badeed ah ama shaadhka reexaanta madow ee hoostiisa.
"Xaqiiqdii waa horumar meeshii aan joognay, laakiin waxay leedahay kalsooni cusub.
Cutubyo isboorti qaarkood, oo isku daraya qaab Ingiriis ah, waxaanan filayaa in cunsurka laba-geesoodka ahi uu yahay nooc ka mid ah koodka Dunhill. Taas ka duwan ee casriga dhaqameed, iyo sidoo kale waxaa jira fikradda ah in hal shay oo kale loo beddelo sidoo kale, "Weston ayaa sharraxay. Tusaalaha wanaagsani waa isticmaalka jacquard xariirta rogan ee turtlenecks, bumbag-qaabka cummerbund.
Iyadoo la isla dhexmarayo dhowrkii sano ee la soo dhaafay in shirkadda waalidka ee Dunhill Compagnie Financière Richemont ay raadineysay hab ay uga baxdo astaanta ka dib tobanaan sano oo ay isku dayday xeelado badan oo ay ku soo jeedin lahayd, isbeddelada uu Weston sameeyay, labadaba naqshadeynta iyo isgaarsiinta. ayaa ka caawiyay sidaas.
Bishii hore, calaamaddu waxay ka qaybgashay bandhigga casriga ah ee Highsnobiety "Not in Paris II." Boodhadhka dhacdooyinka ee dhammaan agagaarka Paris ee Le Marais, Dunhill ayaa ku martiqaaday dad kala duwan oo ka kala yimid meelo kala duwan - sida kooxda Slam City Skates ee Darius Trabalza, muusikiiste elektiroonigga ah James Lavelle iyo farshaxanka Japan ee Kenta Cobayashi - si ay ugala hadlaan nolosha iyo hal-abuurka wakhtigaas. ee COVID-19, iyo xidhiidhkooda iyo xidhiidhka ay la leeyihiin astaanta.
Shirkaddu waxay sidoo kale bilawday bakhaarkeeda khadka tooska ah ee Tmall's Luxury Pavilion bishii Sebtembar ee la soo dhaafay si ay u ballaariso marin u helka macaamiisha Shiinaha oo ka baxsan raadkeeda tafaariiqda ee jira.
"Waxaan u maleynayaa in Dunhill uu ku leeyahay wacyigelin sumadeedka wanaagsan Shiinaha, suuqa ayaa si aad ah u soo dhaweynayay Dunhill cusub marka la barbardhigo macaamiisheena kale," ayuu yidhi.
Isku soo wada duuboo, Weston waxaa lagu dhiirigelinayaa in dadku ay bilaabaan inay ka falceliyaan sawirka isbedelaya ee Dunhill, kaas oo noqonaya mid aad ugu habboon macaamiisha caalamiga ah ee maanta, iyada oo la ilaalinayo dhaxalka Ingiriiska.
Isagoo eegaya wixii ka dambeeya masiibada, wuxuu jecel yahay inuu ku fakaro in suuqa dharka caadiga ah, oo burburay aroos la'aanta, aaska iyo cunnada wanaagsan, uu sameyn doono soo laabasho xooggan, laakiin qaab adag oo ka ciyaar badan, qaab tijaabo ah.
"Waxaan u maleynayaa inay tahay kiis la qabsiga, anigana, tolidadu ma dhiman. Way ka fog tahay dhimashada. Waxay qaadan doontaa hummaag cusub, qaab cusub oo isku dhafan iyo dabeecad," ayuu yidhi.
Agaasimaha Hal-abuurka: #MarkWeston
Tilmaamaha Farshaxanka: @ezrapetronio@petronioassociates
Sawir qaade: @markrkean
Lataliyaha Habaynta & Hal-abuurka: #ElliottSmedley
Qaababka: @paavo.pakkanen
@daanduez
@nickoffford
@bangalee__
@maxtownsend12
@adam_bulus
@isitshyn
@woos4ng
Qaadashada: @leilaanannacasting
Timaha: @mattmulhall
Isqurxin: @wendyrowe
Filimka: @contentmattersagency
Dhawaaqa: @igculture1@gafffstudios
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