ALCHEMISTS WANTED TO transform materials into more valuable objects, such as lead into gold. Their practices led to the development of pharmacology and the rise of modern chemistry. The idea of alchemy is translated into the collection through an aesthetic that mixes elements from two cultures — European & Mongolian — to create unique combinations.
“Perfection is Spiritual beauty that can be achieved Through meditation.”
The Alchemist collection is a symbolic expression of Augie’s personal beliefs and her spirituality. Purity is expressed through white in both the mind and soul while the black line details represent the journey or path of one’s life. The woman that wears AUGIE is someone who has a sense of their physical and spiritual self; someone who doesn’t feel the need to completely stand out in a crowd, yet is still interested in unique shapes and expertly tailored forms. For the AUGIE woman, perfection is spiritual beauty that can be achieved through meditation.
The SS21 campaign visualizes a woman in a contemplative state — meditation is valuable to her for gaining and maintaining spiritual beauty. The outlook of her physical appearance is in tandem with her unseen character, while the clothing she chooses to wear is an extension of her humble beliefs in universal beauty and artistic expression. ■