7 Inspirations Behind SEVEN London

The seven sins and virtues concept was born out of a desire to explore the ’duality’ and the ’paradoxes' within us. Recognising that we all have light and dark sides, the aim of SEVEN London is not to eliminate but to live in harmony with both; making space for the in-between so that the two can co-exist. This exploration inspired the brand to draw from various artistic mediums, practices, and symbols. Here are seven inspirations that the brand holds dear:

1. Nikki de Saint Phalle 

Nikki de Saint Phalle was a French-American sculptor, painter, filmmaker, and author most notable for being one of few female monumental sculptors and continuously disrupting the art world and society at large with her iconoclastic approach, making her a prime figure in the feminist movement. Often looking inward and being inspired by her own inner life and experiences, her work titled The Tarot Garden (a sculpture garden located in the province of Grosseto Tuscany in Italy) has especially inspired the brand for an outward presentation of her inner psyche. 

 

2. Man Myth and Magic

Man, Myth, and Magic was originally a limited British weekly magazine considered an encyclopedia of the supernatural, including magic, mythology, and religion. Heavyweight academics were behind the editorial board as well as folklore, anthropology, and art specialists working as consultants.  

3. The Romance of Food

The Romance of Food was a book written by Barbara Cartland in the 1980s. Hardly a cookbook and more notable for the captions that supported the imagery, the romance of food featured over 170 pages of food imagery that consisted of Cartland's own antique porcelains and kick-knacks surrounding the dishes.

4. Bonnie Banane 

Based in Paris, France, Bonnie Banane is the singer of the track, 'La lune et le soleil' from her debut album 'Sexy Planet'. Refusing to confine to a specific genre, Banane navigates freely between psychedelic pop, R&B, rap, neo-soul, and jazz, welcoming the listener into the melancholic world of the weird and wonderful.  

5. Noguchi

Isamu Noguchi is an American artist and critically acclaimed landscape architect who is considered one of the greatest sculptors in the twentieth century. Growing up in both America and Japan, Noguchi has expressed "feelings of being torn from opposite ends" stating previously in an interview, "I'm always being in revolt against one and finding the support of the opposite. I gyrate between today and yesterday and tomorrow. In between Japan and New York. It's fantastic the gyrations we have. And we don't only live in today, but we live in the past too."

6.⁠Taoism

Taoism, an ancient Chinese philosophy and religious tradition that emphasizes living in harmony with the Tao, is considered the natural order of the universe. The ying and yang, its most recognisable symbol is a representation of the world's polarities, dualism, and dichomies from light and dark to life and death. 

7. Pablo Neruda 

Most notable for his poems about the psychic agony of lost love and the inevitable guilt that follows, Pablo Neruda was a Chilean post-diplomate who came to prominence during the 20th century. His poem titled, 'we are many', especially explores the topic of idenity, hinting that the self can only be realised once internal conflicts have been settled. 

 

To find out more about the brand, click here.