Concept, catalogue and visuals for fashion show 'Close-Up'.
Made in collaboration with Hedda Wallén and Louise Silfversparre.
Our idea with this project was to make a look book that would make you feel the fashion with your eyes. We wanted to display the whole picture through perspectives that we normally don't see that much.
By photographing the garments with a microscope we were able to mix full body pictures with microscopical images in the catalogue. Our goal was to make the reader get really, really close to the different materials.
We used variable print for the covers, resulting in 13 different looks - one for each fashion designer participating in the fashion show.
During the fashion show we projected filmed material from our microscope experiments onto four large screens placed in every corner of the room, surrounding the models and audience. We monitored the visuals live, so we could match the materials on the *irl*-runway with the microscopical close-ups of the same fabric.