08/12/2022
⚠️ Long caption ⚠️
[part 1 of 2]
The goal of the practice is to operate between the discipline of infiltrating the idea of a (street-)fashion
collection within the contested terrain of functional fitness apparel, which I haven’t seen in Germany so far - to operate in that kind of blurred territory between those both extrema.
I think for a lot people fashion design combined with fitness apparel is a very obtuse thing.
(It is) something that gives an impression of overstepping the mark eventually, also when it comes to higher price point.
The exhibition was the chance to show a limited audience of crosstraining-passionated athletes and fans what thoughtful sourcing and a limited amount of pieces might look like when you present the outfits on mannequins. TO LET THEM TOUCH AND FEEL THE VIBE and make it more accessible to everyone.
I’ve tried to take that approach with every piece in the collection I’ve designed for x and for my own practice as a designer as well.
In addition to that, I left some well-executed fitting samples an a rack next to the mannequins to make the fabrics and fits more accessible and engaging for the audience, so everyone was able to REARRANGE AND PHYSICALLY SHAPE THEIR OWN OUTFITS.
The HOLD STRONG Athletics „EXHIBITION“ tried to let functional fitness perform unexpectedly and created these unexpected memorable environments.
The “EXHIBITION“ allowed the spectator to move through it, and it tried to create a space that is more of an EXPERIENCE than it is about going into (buying) something. We showed old hoodies and T-shirts in object frames to create it all an museum alike look, hit’em with a bit of NOSTALGIAs and to show them WHERE WE’VE STARTED AND WHAT SOONER BUT LATER MIGHT LOOK LIKE…
[2nd part | previous Post]
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📸 photography | .und.eisen