Tapping the Zillennial Zeitgeist with Merman's Roisino
If you’re not yet familiar with the name “Roisino” (pronounced “Row-sheen-Oh”), give it a few more months. Recently signed with Merman, this Irish director-influencer-tastemaker has injected herself directly into the cultural synapses between 1990 and the early aughts.
A self-proclaimed “zillennial” driven by the aesthetics of Y2K tech and Harajuku punk fashion (among many, many other things), her work spans music videos, stills, social content and more – all conveyed with vibrant colors, lots of contrast and a notably sharp edge. She’s also led panel talks and workshops for a range of audiences including BBC Intro, Show Studio, Cine Circle and more.
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The Howler recently reached out to Roisino for a deeper dive on her style, what drives her craft and all other matters of weirdness linked to individuality and nonconformity. Here’s what she had to say:
Your work encompasses everything from stills to motion, not to mention making appearances on panels, seminars and workshops. How did you get into what you do, and what inspired you to make it your lifestyle?
Roisino: Being Irish, I think that there’s always a notion we’ll have a way with words – but with my mum and dad growing up as a punk and a mod in Belfast, my weirder side was always encouraged, and so I think the idea of formulating my own opinions and being freely, uniquely creative was always a part of my life.
I always think about the stories of my mum and dad setting out two bin liners and a big box of crafts, where apparently I’d sit making things or writing stories for hours, not saying a word and content as anything! I was a really awkward child, growing into an even more awkward, alternative teenager who disliked the idea of assimilating or conforming, and so I think I used escapism into the arts as a coping mechanism.
And now I think I use my newfound confidence and voice to instill confidence in a younger generation, so panels come as a way of giving back, whilst my career gives me a way of growing my voice.
Your style incorporates elements of Y2K-futurism, post-internet queer culture, retro video games and Harajuku fashion, among other things. What or who are your primary influences, and why do you think this sort of glossy, utopian aesthetic has gripped twenty and thirty-somethings so strongly?
Roisino: I think a lot of my influences come from the weirdos of the art world and internet culture. Strong female figures such as John Yuyi, Nadia Lee or Melovemealot, literary writers such as Aldous Huxley and your classical oddballs Wes Anderson and Tim Burton.
But my difference is a stylised, super feminine lens; with a background in fashion, imaging and promotion as opposed to cinema. Aesthetically I think my style bridges so many subcultures and generations as my childhood did the same; a punk kid from Belfast, who somehow loved sci-fi, with the fashion tastes of a Harajuku kid.
I think this kind of aesthetic has gripped 20-30's so eagerly as we grew up in such a weirdly new economic and social landscape, and so we felt a bit displaced. We want to immerse ourselves in the gloss and fantasy because the reality of our outlook seems somewhat bleak. I think a lot has to do with the dawning of the internet age as well – expanding from anonymous platforms Tumblr and MySpace, to face-first platforms like Facebook, to aspirational IG and TikTok, making us globally digitally connected, but less in real life – feeling like we all had to present this perfectly curated internet identity which carries over into this individualistic, yet collective glossy utopic aesthetic.
Can you pin down one project you've worked on that encapsulates who "ROISINO" is as an artist and creator?
Roisino: Oh, it’s hard to pin one down! I think I have my favourites in some music videos I’ve done. I love working with Sophie and the Giants as it’s all about vibrant colors, a somewhat graphic look and definitive escapism, so we’re very aligned. I also love the recent glossy pop videos I did with this entire EP campaign for XO and one with Ivy ‘Corvette’ – these mainly as they have all my director tropes; narrative and killer stylisation blended into one, choreo or movement-led, some snappy camera tricks and a whole lot of attitude. There’s also a special commercial on the way I think is definitely a bit of me!!!
You proudly brand yourself a zillennial – a fairly recently labeled in-between of Gen Z and Millennial that doesn't quite line up with the lived experiences of either. Do you feel that this expands or narrows your potential audience, and if so, how does that reflect in your work?
Roisino: I honestly feel like this expands my audience so much! As I’ve mentioned; my childhood ran parallel to both having the internet and growing up without it – so I really ended up with the best of both the Millennial and Gen Z world. Traditional and digital were meshed in my upbringing and I think it’s a great aid in me bringing a cross generational, cross platform look to my work. I’m basically able to communicate with the old heads and be down with the cool kids at the same time!
Apart from the artists you've shot music videos for, what does your playlist look like? Do you find yourself sticking to particular niches, or are you doing a lot of genre hopping? Does the music you gravitate towards influence your style and vibe, or is it the other way around?
Roisino: Interestingly enough, I’m a MASSIVE genre hopper. I always say I don’t like a particular “type” of music, I just like GOOD music. I grew up with punk, rock, jazz and Motown; I have a huge affiliation for 50’s and rockabilly, and then I discovered both hiphop and D&B more commonly when I came to London. My most recent acquired genre being Kpop; but even that I’ve listened to for a lot longer than the more recent audiences. I think my style is fully reflective of the fact I’m intrigued by so many different genres and subcultures; I’m a chameleon. My work bridges generations, cultures and feels wholly international due to my influences.
Any dream collaborations in mind? Are there any artists (or brands!) in particular who you'd especially like to work with in the future?
Roisino: Oh, I definitely have some dream clients in mind. I love everything fashion and beauty in the commercial space; so anyone from Vivienne Westwood, Diesel, Marc Jacobs’ Heaven and Jean Paul Gaultier, to Max Factor, Schwarzkopf and TirTir. Anything pretty and fashion or product focused and I’m there! From a music perspective I adore the Kpop labels – XG, Hybe, SM Entertainment – I love my baddie East Asian women such as Audrey Nuna and Rina Sawanawa, but I also love my Latina female stars like Rosalia of course, but Nathy Peluso too. Basically any girlie with an attitude, killer style and confidence to boot!
...Also, how is "Roisino" actually pronounced? Rose-ino? Roy-zino? Row-e-zino?
Roisino: Ha ha! Row-sheen-Oh! A traditional Irish female name meaning "little rose," often associated with the 16th-century song "Róisín Dubh’ – ‘black little rose.’ I was named after this song. The ‘oh’ comes from my surname, O’Hare.
