A Magazine Leading Through shift. conversations
shift. is a multimedia magazine exploring contemporary cultural moments that bridge together the past with the present. It aims to give “cultural and historical context to the world we’re currently navigating”, through a series of ‘in conversations’ with various figures in creative industries, including the worlds of art, photography, and fashion. These interviews give insight into their lives and future plans, as well as exploring the ways in which their journeys thus far have influenced their individual artistic projects, and the communities they inhabit.
One recent conversation took place with artist, poet, and fashion influencer Shaquille-Aaron Keith, in an interview which touched on his work, ideas, and influences surrounding self-expression and liberation, especially in the current social climate. What makes these interviews so compelling is their candid exploration of an artist’s development; each conversation is deeply individualistic. The overriding message of Shaquille’s interview is one of nostalgia, and the role it plays in shaping the world today. For Shaquille, fashion nostalgia plays an integral part in its transition to art and relates to his views on internal collaboration, especially as someone who works in multiple areas and is inspired by many different sources: “A phrase that gets tossed around is ‘jack of all trades but master of none’ and I believe people become this because they don’t treat each craft as a separate entity.”
shift. platforms its content on Instagram very differently from its website, focusing on specific cultural moments in fashion. These have recently included the influence of the wardrobe in Fight Club, photographer Ewen Spencer’s documentation of British subculture, and even the style behind Quentin Tarantino’s Pulp Fiction. shift. tackles these topics by providing succinct yet immersive context in captions, allowing readers to peruse and glean knowledge in a swift and concise manner. Fashion and art are integral in connecting these different cultural subjects, and shift. draws together various isolated art forms in a way which highlights the continuity and congruence between them.
Tayler and Koen Prince-Fraser, the leading creative directors of shift. and @originalshift, are themselves social media influencers, with over 50k combined followers. They specialise in creating sports/gymwear via their fashion label LastPick, but have also recently started initiatives in sustainability, marketing, and production, occasionally participating in group discussion sessions with fans of their brand to promote fitness and health. Both believe that conversations are a powerful tool in bringing about change, whether that’s with regard to the climate crisis, politics, or pop culture.
Tayler Prince-Fraser, left, Koen Prince-Fraser, right.