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.
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.
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.