Nada: Forays into Fashion's Future

By Sophie von Oswald at TribaSpace

From Rodarte to Dior and Erin Fetherston to Prada, designers are creating new contexts in which to present their collections by departing from the traditional runway show. Fashion houses are choosing to evoke the mood, feeling and tone for their designs through the use of other visual media such as film, video and even Augmented Reality. Toronto-based designer Nada Shepherd has made exceptional use of new media to present her latest collection. Inspired particularly by the work of fellow designer and conceptualist Gareth Pugh, Nada set out to create a 3D spectacle to showcase her A/W 10 collection in place of a traditional runway show.

Entitled 'Future Fashion/ Fashion Future', the video features human avatars or 'femmebots' fighting to the death in a video-game style fashion show-of-arms. "I was in China sourcing factories and overseeing production, and there was so much stuff, so much volume of everything... I thought to myself, they're making everything, pretty soon, they're going to be making humans". What started as a video idea turned into a 3D project that had the whole Canadian fashion industry talking. The production was even documented by Canada's CTV FashionTelevision team. "Fashion evolves, designers are required to question fashion every season. But the presentation of fashion isn't really being questioned or looked at. Our world is moving so fast, I feel like there's a huge disconnect."

The premiere of Future Fashion/ Fashion Future took place at Toronto's Scotiabank Theatre last week. Viewers were able to interact with what was happening on screen by scrolling through Nada's A/W 10 collection, choosing their femmebot's outfit and the model's combat weapon (axe, claws, sword etc). "Fashion shows are becoming a form of entertainment, it's theatre, which is great. But if it's going to become theatre, let's really make it theatre."...read full article

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