VIAGGI by Jase King
Our today’s person of interest is Jase King, who has studied Performing Arts but developed a love for photography that translated into fashion. He acted, but also organized events and fashion shows without forgetting his experience as a flight attendant for a middle east airline, which for almost 7 years, fueled his travel photography around the world. After moving to Shanghai, China he created a statement-pieces collection named VIAGGI and now having settled in Paris, France he takes a step further and develops the brand day by day. And just like VIAGGI By Jase King promotes diversity, Jase’s professional and educational background are equally eclectic. I had a chance to meet with Jase for a drink and talk a little about his brand – VIAGGI.
How did the idea of the brand come across your mind?
Jase King: I’m spiritual about meanings and purpose. I come from an enlightened family where my mother is a psychic and my sister reads tarot cards. I truly believe everyone is here for reason and that reason is up to you to discover, to embrace it or reject it. By choice I spend a lot of time by myself to think. I’m not talking about preferences, but deeper than that. I also tend to push boundaries to see how far I would go. That goes to traveling alone, to doing something I’ve never done before like bungee jumping or skydiving. I had a moment of self-reflection while I was in Shanghai. I knew traveling kept me curious and studious. That photography allowed me to immortalize moments forever and undoubtedly my style was always present and constant throughout it all, the form of expression that makes me happy. I thus created Viaggi. a lifestyle brand that encompasses different facets of me. An amalgamation of style, wanderlust, photography and art. It all fell into place.
Tell more about the brand and statement pieces?
Jase King: For the moment the product line we are launching is a series of scarves. I intended for the dimensions to be bigger than what we usually find. Each scarf is up to 180 cm long so the VIAGGI crowd can style them any which way they want. The scarf could turn into a dress, a top or even a work of art to be framed as part of the consumers’ interior. This versatility encourages once more the wearers to appropriate themselves the design and recreate something that fits with their own universe. Each scarf is different and inspired from one of my multiple trips around the world. The scarves are not simple “captures” of a static image. You will never see one of my scarves sporting the Eiffel tower or the Empire State Building! Rather, they tell of an intimate moment that I would like to share with my VIAGGI crowd.
Jase King brand - is it commercial or art?
Jase King: It’s neither commercial nor art. VIAGGI is not merely a brand, it’s a lifestyle statement that is expressed through the concept of wearable art. Art is very often reduced to intellectual snobbism and elitism. My primary objective is to reconcile art and fashion through crafting unique objects that have a soul and yet represent blank canvases that the consumers can inhabit.
Who from celebrities would you like to see your designs on?
Jase King: Jaden Smith for his gender fluid dress sense and rocking his own style. Tilda Swinton for not allowing trends to consume her but inflicting her personality into whatever she wears.
What do you think about collaborations? Do you have any planned for future? Who would be your perfect collaboration persona/brand?
Jase King: The spectrum of collaborations that can happen is diverse. As a designer, I would love to work with various artistes of different genres. Also I may be creating capsule collections for another brand but it’s the early stages and I can’t divulge too much just yet. I would love a visual collaboration creating a series of short fashion films with Nick Knight with VIAGGI scarves.
What is VIAGGI’s next step?
Jase King: The next step that I can speak about is my showcase at The Stackers, a fashion event concept store, in collaboration with Stylist Magazine at Rue de Lappe from 13th to 22nd of May. It will be in a very cool 1500sq industrial building in the heart of Paris, where buyers and public can purchase the signature statement pieces. It’s a very fresh and vibrant initiative and I’m excited to be part of it.
What´s one fashion/business lesson you learnt?
Jase King: I think it’s important if you are in the capacity to do so, to do something for someone else selflessly without any agenda. It changes your outlook and perspective. his is only just the beginning….