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@grey93

The Instagram account searching for utopia

Meet the creator behind Toronto-based creative collective and IG @grey93, @DazedFashion’s Instagram of the week

Hit follow on @grey93 and you’ll find cult pop culture references, futuristic interiors, sci-fi film stills, anime tears, the odd forgotten clip lifted from the Fashion Channel, and some of the runway’s most obscure moments. What’s not immediately evident is that @grey93 is more than just an Instagram account. In fact, it’s a collective of filmmakers, artists and visual/sonic curators based in Toronto, but originally from Lagos, Nigeria.

“They reveal our attraction to the possibility of a utopian society,” says the creator of @grey93 of its posts. The account started as a moodboarding exercise – a place to document the creator’s personal progression as a director – is now a fully-fledged creative endeavour posting content that feels “empowering, perpetual and most importantly multicultural”.

The collective’s distinctive content has been garnering global attention. Back in 2016, Kanye’s creative outlet DONDA were sliding in @grey93’s DMs, requesting they assist with visuals for The Life of Pablo. The collective is soon to occupy a piece of online real estate too – grey93.com – that will feature a mix of sourced content and original photographic and video work by @grey93’s creatives. 

Here, we talk to the collective about its aesthetic and finding utopia. 

How would you describe @grey93?

@grey93: It’s an ultramodern content platform, exhibiting content on current, past and future trends in fashion and entertainment. The page is many things at once but one word to describe the account is: utopia.

What made you start @grey93?

@grey93: Creating @grey93 was more of a self-meditative decision at first. As a filmmaker it felt necessary to create a moodboard that I would constantly go back to for inspiration and reference on compositions, angles, styling and so on and then apply the strengths of my posts to my films. It was also a means to express my obsession with fashion.

What’s the criteria for a @grey93 post?

@grey93: Detailed fashion runway imagery, most of the posts are more of a feeling, we post content that feels empowering, perpetual and most importantly multicultural. Anime characters also have an ultimate sense of style, so they fit the @grey93 aesthetic.

“It’s an ultramodern content platform, exhibiting content on current, past and future trends in fashion and entertainment... one word to describe the account is: utopia” – @grey93

Do you have an archive of materials stored up?

@grey93: We’re currently working on our website grey93.com which will feature an archive of curated media content and the original content that we produce.

What are some of your favourite images you’ve ever posted?

Here, here, herehere and here

Where do you source your content?

@grey93: Google Reverse Image, Tumblr, Pinterest and random websites.

What do your references reveal about you?

@grey93: They reveal our attraction to the possibility of a utopian society.

Who are your favourite artists and photographers?

@grey93: For artists it’s George Condo, Takashi Murakami, Jean-Michel Basquiat and Isaac Julien. And for photographers; Dexter Navy, Juergen Teller, Harley Weir and Renell Medrano.

If you had to soundtrack your account, which artists would you choose?

@grey93: James Blake, “Timeless”.

If @grey93 was a character in a film, which would it be?

@grey93: Angelina Jolie in Hackers, she wears the most futuristic outfits, she’s like this cyber-punk genius in the movie and I can totally relate to her super calm, flirty demeanour.

What might people not realise about the pictures you post?

@grey93: That we post original content too, some of the pictures you see on @grey93 were photographed by a member of the collective. Same thing goes for videos, we direct and shoot films and some of them get posted on the page.

What are your top three all-time fashion moments?

@grey93: 

  1. Hearing Wolves for the first time on Yeezy Season 1.
  2. Alexander McQueen as the Creative Director of Givenchy.
  3. Jean-Michel Basquiat walking in Comme des Garçons’ SS87 show.

Who do you love to follow on Instagram?

@grey93: @y2kaesthetic, @webnoir, @culturesport.tv, @uglyworldwide, and @hyeinantwerp.

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