Location scouting is a common technique for producing a memorable fashion show, where the carefully chosen show location defines the spatial direction or, as it is usually referred to in the set designer industry, atmosphere. A historically noteworthy location, like the Musée d'Orsay for Louis Vuitton AW22, or the potential for building an extraordinarily long runway, like for Y/AW Project's 22 collection, could be the emphasis.
The 13-minute walk from Place de la Bastille to Garage Amelot's distinctive industrial setting creates a very laid-back Parisian atmosphere for visitors arriving for the Ann Demeulemeester SS23 show. One of the prominent Antwerp Six, a team of Belgian designers who rose to prominence in the 1980s for their ground-breaking ideas. Later, her monochrome color-scheme-based shapes captured the essence of the 1990s. The location was a stark reminder of her distinguishing qualities: the clothes' faded patina of fabric.
Film archives are a frequent source of inspiration for Emma Rauch, who uses a modernist style to create scenarios that often have a dark, weird edge. The cinema director's chair archetype, the pinnacle of behind-the-scenes realism, served as the foundation for the SS23 set. Ann Demeulemeester is building up mise en scène for the SS23 presentation, much like a great film director, to explore, emphasize, and develop the brand's DNA to bring it into the future.
Images Courtesy of Ann Demeulemeester.
