Make the connection

Few bands today understand the shared history and common purpose of music and fashion. Ruby Empress, on the other hand, is built upon that understanding. The Gothenburg quartet breathes new air into the predetermined visual depiction of a pop band by crossing over styles and ignoring gender confinements.

Their music is stitche together by inspiration gathered from different eras and parts of the world, making their songs Strung Out and Deluca underground smash hits all over the globe. “Today, difference comes from distance, rather than innovation” is a quote that Ruby Empress’s lead vocalist Tom Serner once read in a magazine, meaning that progress in the art world comes from looking over your shoulder and reshaping what you find so that it suits you. Serner and keyboardist/vocalist Axel Agervi share a philosophy that views all art forms as pieces of one puzzle, renewing itself by people interpreting the past. They believe that innovation and inspiration can come from other people’s ideas, whether past or present.

When you talk to them, Ruby Empress’s lust to create instils a wonderful desire to be just as creative. “In attempting to make something new and combining things, you have to seek inspiration in other places than music,” says Serner. “We are curious about art, fashion and photography. We try to take in as much as we can to channel it in the music.”

“Everything is connected,” Agervi agrees. “Even though you’re only interested in music or only in fashion, they are connected.” “There is a synergy between music and fashion,” adds Serner. “We have grand plans about Ruby Empress being a world of its own and we want to motivate young people to do their own thing – feeling free in one’s form of expression – rather than be locked down to one form or a specific way of dressing.”

Serner and Agervi are excited to share their music and way of thinking with the world, and they are aware that no one knows what they are about at the moment. That is why we need to listen closely to these young innovators. Their debut EP, Empressionism, and their passionate musical visions – described by Agervi as “a hungry tiger waiting to be released” – are two good reasons to keep an eye on Ruby Empress, a band with their most exciting days ahead of them.

Discomocracy by ruby Empress.

Credits:

Story originally published on The Forumist

Words by Filip Lindström
Photography by Dan Sjölund
Styling by Maria Barsoum
Special thanks to WHYRED
Hair: Sherin at Adamsky

Artists: Ruby Empress

Fashion Credits:

All available at WHYRED.COM

1. Tom wears Graham Evening Blazer, Asher Polka Dot Shirt and Earl Evening      Trousers

Axel wears Hawk Jacket, Karolina Unicorn Shirt,
Earl Trousers and Ferry Polka Dot Scarf.

2. Graham Unc Harris Tweed Blazer.

3. Moon Blazer, Asher Shirt and Ferry Animal Scarf.

4. Tom wears Graham Evening Blazer, Asher Shirt and Earl Evening Trousers

Axel wears Hawk Jacket, Karolina UnicornKarolina Unicorn Shirt, Earls Trousers and Ferry Polka Dot Scarf.

5. Tom wears Graham Evening Blazer, Asher Shirt and Earl Evening Trousers

Axel wears Hawk Jacket, Karolina Unicorn Shirt, Earl Trousers and Ferry Polka Dot Scarf.

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