CLOTHES MAKE THE MAN. ENCLOTHED IDENTITY.

A VISUAL
EXPERIMENT AND
S.P.A. ANALYSIS.
"Dress is a thing very significant to inward feeling, and very operative upon outward conduct."

THE HANDBOOK OF FASHION, 1847

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A FASHION EXPERIMENT WITH UNPREDICTABLE OUTCOME.

Basic Idea

Every morning we face a decision: What are we going to wear? We wonder about how we are going to feel in a specific set of clothes. Does the way we dress impact our identity, our mood, our self- perception and possibly even our cognitive abilities? Does the exterior influence the interior?

We also reflect about the image we are going to create – the version of ourselves which will eventually be presented to the outside world. What impression are we going to make? How will we be perceived by others and how does our appearance affect their behaviour towards us? Do looks make a difference?
“ Clothes mark the troubled boundary between the body and the larger social world, ambiguously and uneasily”

S. KAISER: Minding Appearances, in J. Entwistle & E.Wilson: Body Dressing, Oxford, 2001, p.81

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Project Description

Each designer receives strictly controlled information about the test person (‘protagonist’) randomly assigned to him. The core element is a video self-
presentation which consists of a 50 second structured interview, followed by a 10 second full-
body shot. The protagonist is
filmed dressed entirely in black against a black background. In addition the designer will be supplied with essential technical details (size, height,weight). Those along with the video will constitute the basis on which the designer will create a garment of his own choice.

 

1. SELECTION PROTAGONSTS

A cross-selection of our society

2. SHADOW VIDEO

Protagonists dressed in black against black background

3. DESIGN

Desing process

4. DRESSED VIDEO

Protagonists dressed in clothes designed for them

5. ANALYSYS

Experts draw conclusions and develop theories

"The gods left man naked in order that he might clothe himself."

S.H. BLISS: The Significance of Clothes, American Journal of Psychology, 1916

Intention

The experiment is to be carried out in a value free and open minded manner. We don’t intend to supply ready-made solutions. On the contrary: we want the observers to ask questions, to wonder and to develop their own theories.We want to raise their curiosity and make them think. This can also be seen as a counterpoint to today’s dominant media culture in which the viewer very often assumes the role of a mere consumer. We on the other hand expect the observer to participate and thus become part of the experiment.

Preliminary Results

The preliminary result consists esentially of the unification of protagonist and design. This will once again be documented on a video, which will now show the protagonists putting on the garment especially designed for them. They then will then repeat the self- presentation. Can we see a difference?

Final Results

In the second step of our experiment we intend to have a closer look at the questions, theories, theses and ideas generated during step one. Experts from a variety of disciplines will be invited to discuss, analyse and interpret our findings. We expect the outcome to be controversial, exciting as well as entertaining.

How It Works

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Multimedia Visualization : Visit!

The gallery will be host to a state-of-the-art multi-visual experience which incorporates videos, images and life presentations. Our ultimate goal is to create a multi- sensual environment which transforms observation into participation. Feel, see, listen and touch.
Visitors are actively encouraged to cross the line between audience and performance. We expect them to ask questions, express opinions, develop theories, make assumptions, judge and criticize. They themselves become part of the process..

 

VISIT!

the gallery: see, feel, touch

EXPERIENCE!

the print: read, indulge, think

PARTICIPATE!

online: join, contribute, impact

WATCH!

tv: enjoy, reflect, reconsider

“ Fashion also supplements a person’s lack for importance, his inability to individualize his existence purely by his own unaided effort. ”

G. SIMMEL: Fashion, International Quarterly, 1904

Protagonists

We select 12 to 14 people who we believe represent a cross section of our society as a whole. Not strictly speaking a statistically valid sample but rather a motley and diverse crew – people with different professions, of different ages, shapes and ethnicities and from a variety of socio-economic backgrounds.

"Far from being a custom of incurable frivolity, the changes of fashions mark a high civilization."

P. CLERGET: The Role of Fashion, Lotus Magazin, 1917

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Designers

We chose 12 to 14 designers, internationally well know ones as well as young talents recruited from fashion academies.

DESIGNER 1

DESIGNER 2

DESIGNER 3

DESIGNER 4

DESIGNER 5

DESIGNER 6

DESIGNER 7

DESIGNER 8

DESIGNER 9

DESIGNER 10

DESIGNER 11

DESIGNER 12

“ There is nothing better than creating something special for an individual personality.”

ZAC POSEN, in T.Jones (ed.): 100 Contemporary Fashion Designers, Cologne, 2013, p.517

Research Partners & Sponsors

Your are up for an as yet unpredictable expedition into the world of fashion and human behaviour?
You are curious and thrilled by the prospect of a multidisciplinary approach?
You are prepared to neglect boundaries and venture into the unknown?
You can share our excitement and would like to be part of it?
Would you like to contribute, sponsor or participate?
We’d be happy to tell you more.
Please let us know!

Contact


+49 (0) 221 54816139   
mail@choreograffiti.com

Lintgasse 22-26   
50667 Cologne, Germany

BE PART OF IT!




 


employee-image
Waldek Szymkowiak

direction of the project

Waldek and his Choreograffiti team have more than 10 years experience in choreographing fashion shows. We have done over 300 shows.