Main Points to Make - Joanne

I’m interested in the current gap in contemporary Fashion media. There is a lot of potential in using the technology available today to further the way the public interacts with Fashion and also the way that its media is produced.

Fashion media hasn’t progressed alongside other disciplines and is still very much dependent upon the traditional static photographic format. This project will endeavour to show that the way that Fashion is advertised can really benefit from the advantages a digital moving image and interactive platform has over print.

SHOWstudio has been my main focus/ motivation as they are one of the only collectives to really innovate and produce genuinely exciting work that pushes the boundaries of what fashion media is and how it is produced. Also, how this is a potential solution to their problem of not generating any profit. References shown: Thirty Men- Live Sittings and Synaesthesia Interactive.


That this project continues on from the research I’ve conducted for the Fashion in Film Festival and thesis that discusses the cultural production of Fashion- mainly Fashion’s adoption of the language of the Art world (both visually and literally). How this partnership generates artistic and intellectual capital that demands that Fashion be seen and discussed in the same way as Art and how this project seeks to provide a format for advertising that will build upon that.

That the boundaries will come from working with a client instead of measuring up to competitors, as there isn’t really anything similar at the moment.