Twenty Seven Names recently launched their winter 2012 fashion collection entitled “Take Over.” No catwalks, no expensive food courses, just a daring idea that accentuates the brand’s creativity. So what drove the company to launch a series of clothing through an exhibition rather than a common runway?
Designers Rachel Easting and Anjali Stewart used contemporary art as a basis for this unusual launch. Inspired by simple colors and shapes, they created a symbiosis of art and fashion. For the current campaign, the clothes were used as ornaments for the models, as well as for the background of several prints that were exhibited in an Auckland gallery during New Zealand Fashion Week.
The chameleonic visual effect of the prints is contrasted by the model’s impetuous look. Anjali Stewart explained: “We wanted to create mood… The model selection, and her expression was really important. She’s an unobliging wallflower.”
The reason why the company chose an exhibition over a catwalk show is also connected to the fact that Twenty Seven Names best expresses its brand vision through art and photography: “Our favourite day has always been the day we do the photoshoot,” says Rachel Easting. “All our effort goes into how we show the range…” To conclude, the photographs look very expressive and do a great job displaying the new line of clothes.
