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summer and some of its joys
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This year marks the pilot of my latest project @rietveld.fashion @rietveldacademie to incorporate the annual fashionshow into the curriculum of the department and support the graduating students with the development of the show concept. Starting from the question ‘What is a fashionshow & what else could it be?’.

In this show, we experiment with the established hierarchical structure of what’s generally known as a fashion show; a catwalk on which models show looks, and an audience directed towards this catwalk, to see what’s on show. This years’ show slightly switches these roles. Visitors shift between being audience members and models. They too are on show, they too receive applause. As such, the perception of those involved in a fashion show, in the production of fashion, changes. Hierarchies and roles are blurred. 

The collections of this generation show an exploration of the body in its many (fleshy) forms and pieces. The bodies’ movement, the act of wearing clothes (including its tears and stains). But also, reinterpretations of that we thought we knew - ranging from the everyday to the abstract realm of symbolics and illusions, onto the level of questioning our humanness.
(words by @femkedvrs )

This year’s fashionshow-identity and -campaign have been beautifully designed by @kadirann @annjuliejohanne @idunwahlgren @rietveld.graphic_design .
The shownotes were designed as bags, turning the audience into models as they showcased the bags during the show.

Thank you for convincing me to take on this responsibility @elisavanjoolen.
And thank you for the ride and your trust to all graduates:

@sm1kkel
@quinzereis
@iaiaiaiaiain
@dante_romee_
@larissadejager
@edrujula
@atavistes
@plukvanherwijnen
@gijs_van_herwaarden
@sgeetje
@leahmannstudio

please find additional credits in the comments 🫶🏼
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