Digital Partner for Belgium Fashion House Maison Margiela – Artisanal SS19
Since Spring-Summer 19, we have been collaborating with Maison Margiela as a digital partner for six of their collections. Guided by John Galliano’s radical and unique vision, the collections are highly-considered constellations of ideas, craftsmanship and performance. Our job has been to understand the core concepts of each collection, and translate them into a multifaceted contemporary visual experience: from runway videos and live show streams to podcasts and photoshoots.
Rather than ‘documenting’ an end-product, we have become part of the making-process itself. Drawing on the maison’s craft-based approach, we have come up with tailor-made formats and visual communication strategies that respond to the specific themes and language of each season. Building new forms that work alongside Galliano’s avant-garde thought-process, the digital universes we have created are an extension of the collection, rather than a documentation of it.
Artisanal SS19
This season was part of Galliano’s research into a ‘New Glamour’, with the latest instalment revolving around the cyclical nature of decadence. A riot of bright colours and jittering computer-generated imagery, the collection bubbles with the excess and artifice of the digital world and its flood of overlapping information.
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Podcast
Our documentation of the show played on the borders of fake and real. The show itself was a spectacle-like affair so we captured it from every angle and perspective, creating a stream of different images and content including the main runway video, live-editing for Instagram Live, a pre-show teaser, a podcast teaser, a series of backstage videos and backstage and empty-set photography. The main video played on the reflected images of the mirrored runway, shot with rotating cameras to blur the lines between reality and its image.
Vignettes
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