art direction • research
perception • research • creative
ART SCHOOL DEBUT PRESENTATION
Extensive work with non-binary brand Art School to set up their brand, develop their identity and oversee the direction of their debut presentation with Fashion East. The values of the brand were refined and took shape through close conversations with the designers. These sentiments were then directly carried through into the preliminary presentation concepts and wider strategy.
It was important to create an authentic moment, a 'happening' which wasn't contrived either for the designers or the models.
The idea of a rehearsal presentation allowed the show to resonate beyond a usual fashion context, it was a debutant moment both for the designers and models involved. A safe place, a first viewing, a moment to unfold, a launch platform for the brand and models.
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Show Images © Ritual Culture
ART SCHOOL FIRST CATWALK SHOW
Following on from the success of Art School's debut 'rehearsal' presentation, I was asked to work with them on their debut catwalk show to translate and establish the brand in a traditional show setting. This involved bringing together the creative team, overseeing the music, choreography and show direction. Key references were Ball Culture & Voguing houses, West Side Story 'macho' and the inclusive and radical catwalk spirit of British design duo BodyMap.
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