Creating a Brand
The most crucial aspect of establishing a music artist as a brand (-Besides the music of course) is story telling through visual art. To capture the embodiment of an individual’s core values and present them in a way (using fashion) that’s not only captivating and resonating to their audience, but tells them exactly who they are.
First Impressions
When it comes to establishing a brand for the first time, there’s a lot riding on the first impression. In fact, even an elevator speech can have more time to lay out the big picture. That was this looks challenge. So, with a list of values and visual aspirations for not just one, but all of the songs on his upcoming record (and future projects) about a mile long, the result was as follows: A fashion representation of an ever expanding universe of stars and planets of all sizes, each with it’s own sounds, styles, flavors, and expressions of what it means to be alive -held together by something we can all relate to… music.
Whimsical
Torrance is just as big a goofball as he is serious about crafting soul-deep power ballads and a high vibrational atmosphere at his shows. Not shy to neon faux fur’s paired with leather rocker pants and moon boots, his upcoming album is all about touring the galaxy in search of his tribe. The motivation behind this look? Applying that kid-in-a-candy-shop energy to planet hopping without earth bound societal pressures to get in your way of simply celebrating Life!
#Nostalgia
On the dark side of the Yin-Yang symbol -or in this case dark side of the galaxy, we get to explore deeper sides of Torrance the earthling as he faces those aspects of self that we’re meant to grow and learn from that you can’t expect to escape from even at lightspeed. Inspiration for this look? What could punk-leather look like on an alternative terrestrial planet, and what unknown dark matter elements might exist out there that we could utilize to express our inner punk with? Further inspiration for textures was derived from Torrance’s immense admiration for Sigourney Weaver’s portrayal and fight for survival of Ripley in the 1979 film Alien.
A Tribute
Torrance attributes much of his love for the craft to his life-long Pop idols David Bowie, Cher, Lady Gaga and you guessed it… Prince!