Please join us May 6 & 7, 2016 for Posing the Body, a conference on Stillness, Movement & Representation organised by The Courtauld Institute of Art and The University of Westminster.
Posing has been central to art, dance, and sculpture for thousands of years. In recent years, the growing interest in fashion media and modelling has also focused attention on questions of pose and posing. Incorporating notions of movement and stillness, posing can be understood in terms of historical modes of representation, as well as contemporary media and rapidly evolving relationships between bodies, subjects, and technologies of representation. Posing incorporates symbolic and semiotic meaning alongside embodied action and feeling. Recent coverage of the work of choreographer Stephen Galloway in 032c magazine, and new publications such as Steven Sebring’s Study of Pose: 1000 Poses by Coco Rocha testify to the growing interest in the cultural significance of posing and the pose – yet both remain under-researched areas with little discussion of their significance.
This symposium will assert the importance of pose as both a creative practice and an emerging area of critical inquiry. It will bring together multi-disciplinary academics and practitioners to discuss and develop new ways of understanding pose and posing in a historical and contemporary context. We encourage proposals for papers that address pose from global and diverse perspectives. This event represents a potentially fruitful and exciting moment to bring these strands together to the benefit of researchers within practice and theory-based media, historians of dress, photography, art and film and allied disciplines.
The keynote lecture will be delivered by David Campany, internationally recognised writer and curator, and Reader in Photography at the University of Westminster.
Please click through to the conference programme to find details of speakers and papers being presented, and follow this link to book your place! We hope to see you there.
We’re almost at the halfway point of our MA (shocking how quickly the time goes!) and wanted to share a little bit about ourselves now that we’re here. It’s been a pleasure for us all to contribute to this blog, one of the firsts of its kind!
Below are some photographs of us, and we’re each holding a photo of one of our favourite ladies from history (although it should be said that we all had a hard time narrowing it down). Don’t forget to read the captions closely – each one describes some of our History of Dress related interests.
Giovanna’s interests – Art fashion collaborations, Surrealist fashion, surface tensions, history of hair, and cats in fashion imagery
Documenting Fashion MA Course – Our leading ladies
This Spring term I’m teaching a BA2 course entitled ‘Re-presenting the Past: uses of history in dress, fashion and art’. This was the first dress history module that I ever studied at the Courtauld as a second year undergraduate 6 years ago. Created and initially taught by Dr Rebecca Arnold, it was the first course that captured my enthusiasm for the subject, and prompted me to take my study of dress – as image, object, text and idea – to PhD level and beyond. Over the next ten weeks my eight students and I will be thinking about how history is studied, researched, thought and written about. We’ll be interrogating what history means, how it relates to diverse discourses such as narrative, power, identity and memory, and how our contemporary context impacts on the ways that history is used, presented and re-presented by historians, artists, photographers and designers.
Using theorists such as Walter Benjamin, Raphael Samuel, Jacques le Goff, Jean Baudrillard and many more, we will be considering how history can be re-visited and re-presented through images of dress and fashion. It’s a course that is wonderfully fitting to the cyclical nature of dress and fashion, which continually weaves together past and present with potential for the future. Using images of dress and fashion heuristically, to open out a broader discussion that draws on theory and context, we’ll be considering how objects might contain within themselves an alternative historiography, which could challenge preconceived ideas of what history constitutes.
For their Christmas projects, I sent my students to the V&A British galleries to consider how history is explored through image, object and text within the displays, and to think about how dress and fashion link to national history.
My own explorations threw up some interesting starting points. I began my search for uses of history in the V&A British galleries, 1760-1900, and happened upon a display case exploring the influence of Japan in Victorian Britain. The text panel diligently explained the enormous impact of Japanese art and design in the UK, which was first aroused following the opening up of Japan to British and American powers in 1850. From this point on, Japanese objects began to circulate globally and by the 1870s there was a craze for all things Japanese. The distinctive patterns and motifs of Japanese artistic forms provided a new and exciting source of exoticism to tantalise the curiosity of the British public and its desire for Eastern Otherness.
An example is an orange and green tasseled Japanese gift cover made of Satin silk, with two lobsters embroiders in satin silk thread on the front. The V&A caption vaguely informed us that it was produced in Japan between 1850 and 1880, and then concentrated on explaining that in the late Victorian period it was very fashionable to decorate your home with Japanese objects. The caption read: ‘Textiles such as this, which would have been used in Japan to cover a gift, were particularly popular. The striking lobster design would have seemed very exotic to the British public’.
Hung up flat on the wall of the display case, and thus divorced from its original function as a beautiful and functional object, the gift cover was presented in such a way so as to highlight its aesthetic qualities, which drew a connection to how it would have been originally been displayed, hung up on the wall, in Victorian Britain. In doing so, the V&A presented a very one-dimensional history of these Japanese objects, centered on the perspective of Britain. Although this may have been unsurprising, given that they were displayed in the British galleries, I began to wonder how the objects themselves might tell another history, narrated from the perspective of Japan.
Presented in a very different way, and inserted into a Japanese context, the gift cover could have told another, equally important, history of Japanese art and design production, and how these objects circulated contemporaneously in Japanese daily life. Called a ‘fukusa’ in Japanese, this gift cover would have been draped over a gift, which itself would be presented on a tray. The ‘fukusa’ would be an object of interest in its own right to be suitably admired by the beneficiary, and any guests present. The choice of the gift cover constituted an important part of the process of gift giving and the extent of the decoration reflected the wealth of the person giving the gift, as well as their tastes. The gift cover was then returned to the giver.
This object is just one example of how preconceived histories might be challenged, nuanced, or even re-written in part through a focus on close visual and object analysis. In this particular example, the gift cover contained within itself another narrative of the past – a history narrated from an indigenous Japanese perspective -which the curious viewer might be prompted to further unpick the threads of.
It’s December, the ice rink is up and running in the Somerset House courtyard, and we couldn’t be more excited for Christmas and, more importantly, winter fashion! To get in the mood, we have been looking through the Documenting Fashion archives and reminiscing about the wintery display that Dr Rebecca Arnold, PhD student Alexis Romano and MA History of Dress alumnus Fruszina Befeki curated as part of last year’s Winter Mode exhibition in Somerset House. Their display, Winter Mode, showcased a group of fashion journals from the Courtauld’s collection, giving the reader tips for how look chic in the snow! Read on for a recap of their experiences!
Exhibition Update: Goodbye Summer, Hello Winter! Planning ‘Winter Mode’ by Alexis Romano
As they design fashion collections, with their clear link to upcoming seasons, designers must continually have the impression of being projected into the future. Fashion’s futurity affects shoppers too, who imagine their bodies in clothing that relates to seasonal elements. Co-curating the display Winter Mode (with Dr Rebecca Arnold and Fruzsina Befeki), one of the exhibitions that constitute Fashioning Winter at Somerset House, has resulted in a similar detachment between present and future for me. Summer and now autumn has been winter focused, as our display explores wintry fashion illustrations from the 1910s and 1920s, and specifically, how illustrators connected the subject to her environment, and represented at once the style, modernity, warmth and comfort of winter dress.
And as a rather warm autumn lingers, installation has already begun! While we, along with head curator Shonagh Marshall and dress historians such as Amy de la Haye, install our individual displays, technicians work to erect the ice skating rink that has inhabited the courtyard of Somerset House for fifteen years each winter. Both rink and exhibition open to the public on 11th November.
Although our installation is only two days away, there is still much to do. Our display showcases the fashion journals Gazette du Bon Ton, Femina and Journal des dames et des modes, and we’ve chosen the individual fashion plates as they relate to our three themes: The Elements, Fashion and Sport. We decided on the content months ago, but we must constantly adapt and adjust the display in view of issues that arise, relating to conservation or to display case constraints for example. And as display objects change so must our overall aesthetic. In the above photograph taken several weeks ago Fruzsina works on one of our mock exhibits! We are especially thankful to Antony Hopkins, Kilfinan Librarian, Head of Book, Witt and Conway Libraries at the Courtauld Institute, and Kate Edmondson, Paper Conservator at the Courtauld Gallery, for their support and guidance during this process.
Each journal on display will be identified by a caption that recalls an antique price tag, which we hope will carry viewers to a figurative shopping space, embellished by layers of history. And although they won’t be able to handle the journals on display, we’ve created a booklet for them to touch and peruse, with the help of the exhibition designer Amy Preston. It is our abstract interpretation of a historic fashion journal, and includes a fashion plate, editor’s letter, and other surprises. Will this intimate interaction heighten readers’ bodily sense of setting, and plunge them into winter? And those who attend some of the exhibitions’ associated events, such as our December workshop, will obtain their very own copy!
4 November, 2014
Installing ‘Winter Mode’ at Somerset House by Fruszi Befeki
I must admit, rather unprofessionally perhaps, that I was like a child on Christmas day during yesterday morning’s installation of Winter Mode, a display that I am curating with Dr Rebecca Arnold and Alexis Romano for Fashioning Winter at Somerset House. We had decided on our object list, approved labels, wrote condition reports and even devised a ‘dress rehearsal’ (see Alexis’s blog post from 4th November) well in advance of installation, but we had never seen all of these components come together.
We started our day by going over the contents of our to-do list, which we proceeded to tick off one by one. The two book cradles that Kate Edmondson, The Courtauld’s paper conservator, kindly made for us were ready. They were waiting for us at the studio, along with the two books they were designed to hold. We headed back to Rebecca’s office where we very carefully laid out all of the objects, to go over our sequence and arrangement one last time. This gave us the opportunity to make sure that we had the right viewing dynamic, with the different illustrations’ subjects connecting with one another through the direction of their gaze and body language. All of the fashionable ladies featured in the display are engaged in the act of looking, either at themselves, at art objects or at a winter scene, as if illustrators sought to remind their viewers of their own tendencies. We aimed to highlight this and to animate the display through their interaction.
At two o’clock we headed to the East Wing of Somerset House with boxes in tow, to find the empty vitrine waiting to be filled. Once Shonagh Marshall and Susan Thompson (head curator of Fashioning Winter and Somerset House exhibitions organiser, respectively) had arrived, we began by placing the textile panel, bound in a lovely Christopher Farr fabric, in the display case. Conservator Frances Halahan then carefully cleaned the surface so that no dust or microscopic insects would endanger the magazines once under glass. We then proceeded to arrange objects according to our well rehearsed plan and matched them up with their respective condition report so that Frances could verify our details’ accuracy.
Once the object labels arrived we reached the penultimate stage of installation; all that remained to do was meticulously review every arrangement before placing the glass over the display. We commissioned captions to look like vintage price tags in order to emphasise that, for many viewers, looking at these illustrations was like window-shopping. They are labelled according to one of three themes: Fashion, Sport, Battling the Elements. These refer not only to the scenes depicted, but also to the sense that each illustrator tried to convey to viewers: the thrill of ice-skating or the comfort of a warm coat on a frosty winter afternoon, for example.
With everything in position and checked, technicians expertly lifted and placed the glass over the case. As Shonagh pointed out, there is something quite satisfying about this final stage of installation. The glass seals and protects the objects, which will stay in place until the exhibition closes. Visitors are now welcome to move around, lean in close, and inspect the display. We hope you will enjoy Winter Mode!
We would like to thank the staff at Somerset House and at the Courtauld Institute of Art for their generous help on the day and leading up to the exhibition.
7 November 2014
A Walk Through ‘Fashioning Winter’ by Fruszi Befeki
Although we have been focusing on our own displays for Fashioning Winter in order to give you some behind the scenes access, now that the exhibition is up and running it is time to introduce you to the fascinating exhibits that make up the rest of the project. As with most shows, it really is best if you go see it in person, but for those who cannot make it, here are a few photographic guides to Somerset House’s winter fashion history treasure hunt.
Caroline Evans’s Skating on Film is directly next to our installation in Somerset House’s East Wing. The display focuses on footage of people skating in the early 20th century, and features clips from the Netherland’s Eye Filmmuseum.
These clips provide a parallel to Skate in Somerset House’s courtyard and encourage viewers to compare their own wardrobes and motions with sets of gestures from the past.
Amy de la Haye used her own collection of postcards by the illustrator Xavier Sager, and these depictions of fashionable women ice-skating and rollerblading are also in keeping with the theme of winter sports. Sager’s works are a combination of beautiful workmanship and a healthy dose of humour and when seen together, these illustrations reveal a connection between modernity, fashion and motion.
Sophia Hedman and Serge Martinov have created a highly conceptual display that focuses on the changing meanings of the colour white in Western fashion history. Exhibits are suspended in the Stamp stairwell, allowing viewers to walk around the objects displayed and admire them at a remarkably close range.
Ben Whyman’s Winter in Wartime is a timely exhibit that will resonate with audiences on the 100th anniversary year of the outbreak of the First World War. The display consists of contemporary illustrated newspaper cuttings, which demonstrate what members of the British Armed forces wore to keep warm at the Front.
If you head to the Great Arch Hall you will find Tory Turk’s and Beatrice Behlen’s respective exhibits facing each other, as if in conversation. Turk has created a “capsule archive” of skiing culture that includes gems such as a Burberry ladies’ ski suit c. 1927. The display maps the evolution of skiwear through an exciting assortment of objects.
While Tory Turk’s exhibit revolves around global skiing culture, Beatrice Behlen has focused on the vogue for skating in interwar London. The exhibition’s focal point, a pair of skates from the 1930s, is given a historical frame with the help of newspaper clippings and photographs. A map that shows viewers where one could find ice-rinks during this period illustrates just how popular the sport was at the time.
The Nelson Stair is now home to Alistair O’Neill’s display of photographer Angus McBean’s imaginative Christmas cards. Humourous, surreal, yet sensitive, these greeting cards, which span the period 1949 to 1985, illustrate a lifetime of creative experimentation.
Head curator Shonagh Marshall examines how the world of fairy tales inspire designers for the autumn/winter shows with the help of evocative literary excerpts and wonderful illustrations by Stephen Doherty. The three projections, set up in alcoves, transform Seamen’s Hall into a living storybook of fashion.
Don’t be afraid to be different. Don’t be afraid to grow up. Stop mentally walking the Atlantic City boardwalk in a beauty parade. Make capital of your defects. Cultivate a color sense. Learn restraint in dress. Understand the value of simplicity. And dress to be interesting!
With these words, Hollywood designer Gilbert Adrian – known simply as Adrian to his public – speaks to the readers of Motion Picture Magazine, guiding them to rethink their attitudes towards dress and beauty, and to embrace their possibilities, rather than feeling quelled by contemporary ideals.
Published in the 3 May 1926 edition, Adrian’s words are imbued with the designer’s understanding of the ways actors’ images could be sculpted by artful costuming. The magazine describes him as a ‘youthful genius’, at the time he was head of wardrobe at the De Mille Studio, and he went on to work at MGM, where he designed costumes for stars including, Greta Garbo and Joan Crawford, during the 1930s and 1940s.
For readers of a fan magazine, he represented a tangible link to their favourite actors and a means to learn the kind of skills in cosmetics and dress that were evolving as cinema boomed in the 1920s. Like fashion magazines of the period, film journals appealed to women’s desire to emulate their idols – whether society women, fashion models, or stars. While publications such as Vogue targeted a slightly older, more elite woman, fan magazines attracted young women eager to make the most of readymade fashions that now brought style to a wider group than ever before.
The article seeks to manage expectations – while it is clearly designed to guide women’s approach to their appearance, Adrian addresses his audience with both authority and empathy, aware they cannot look exactly like their favourite screen star, but counseling them to be confident and strategic in their choices. For example, he complains that too many women seem to believe only in two age groups-16 or 60- with many therefore dressing too young or too old, and warns: ‘…beware of making yourself ridiculous by clinging to flapperdom too long!’ Instead, women should embrace a sophisticated style, and remember that ‘All pretty women can’t be interesting, but an interesting woman can outshine all pretty ones.’
And how to cultivate being interesting? Adrian assures his readers that this is attainable: ‘ It can be developed, since it is a quality of mind, and it will last and increase while beauty and youth fade and decay.’ Such girlish terms as ‘cute’ should be abandoned, women should ignore men’s interest in frivolous examples of femininity such as the Ziegfeld Follies, and ‘Instead of trying unsuccessfully to hide what you consider your defects make capital of them!’ Don’t, therefore, copy a trend simply to follow the herd, or mistakenly try to ape film costumes designed for an exotic narrative. He advocates ‘individual dressing’ focused on a small number of well-made and carefully chosen garments that highlight one’s personality. Advice that is still being given in magazines now…
I wanted to begin my series of contributions to this blog with a bit of reflection upon my undergraduate work and a brief exploration of some of the fundamental intellectual questions I hope to pose in the year to come. In order to do so, I intend use Kara Walker’s 1994 work, Gone: An Historical Reference of a Civil War as It Occurred b’tween the Dusky Thighs of One Young Negress and Her Heart, as a vehicle for self reflection.
Walking into the first temporary exhibition hall at MoMA this past June, I was struck by this Walker work, which the curators installed on a gigantic stretch of wall. To say the work dominated the incredibly spacious gallery would be an understatement, but in typical 21st century fashion, a stream of visitors from all over the world merely glanced at the piece, posed for a snapchat to demonstrate their level of cultured privilege, and ultimately made their way into the adjacent chambers in search of MoMA’s treasure trove of modernist masterpieces. For me, however, the work presented an opportunity to view in person for the first time the palpable power of Walker’s aesthetic. The apparent paradox of a contemporary African American artist creating work almost exclusively in the antiquated Victorian tradition of silhouettes initially drew me to the work of Walker as a young Art History student at Davidson College. As a reductive art form, specifically in the sense of portraying a visual landscape through only the juxtaposition of black against white, the silhouette–at least in my humble opinion–possesses a highly racialized history. In other words, despite how the art form renders a figure as a black object in contrast to a stark white background, that figure almost exclusively in the history of the silhouette is presumed to be white. Further visual cues, such as dress and the physiognomy of a figure, convey the race, gender, and social status of the object of the artist’s gaze. Walker, however, transforms the genre into a visual platform of subversive alternative histories, clearly denoting through the physiognomy and dress (or lack there of) the diametric black versus white paradigm. This work specifically portrays a series of distinct vignettes in a larger collective story, but ultimately the delineation between the white, well dressed bodies of the figures in the far left section contrasts starkly with the rampant nudity and sexuality of the black bodies portrayed throughout the work with often hyper-exaggerated physical features including a gigantic penis and the stereotypical coon based imagery of over large feet.
Ultimately, Walker’s work represents a starting point for many of the issues I explored in my undergraduate thesis, a reaction to Paul Gilroy’s theory of the Black Atlantic. As I look forward to the work I will conduct this year, however, issues of racism, power, gender, and sexuality are at the heart of my academic work because in many ways these have each impacted my life in distinct fashion. Given my immense level of privilege as a white, American male from an upper middle class background, viewing the way the white, European Imperial/Colonial apparatus visually defines blackness in opposition to glorified constructs of purified and superior white identities speaks more profoundly to the perversion and exploitative nature of white patriarchal hegemony than it is representative of true black identities. For me, questions like how does European femininity in the 1920s re-appropriate primitivism and the sexuality of the black body to facilitate its own liberation from Victorian domesticity are central to understanding how European modernism, feminism, etc. emerged. The intersectionality of literature, painting, sculpture, architecture, the decorative arts, and (perhaps most relevant for this course) the history of dress all speak to the way certain power structures legitimize and perpetuate certain identities. That is what fascinates me and Walker’s discursive work subverts such a vehicle of hegemonic identity propagation to truly question how we perceive our world and its history.
“All photographs are accurate, none of them is the truth.”
– Richard Avedon
In our very first MA class the inevitable conversation about fashion, its imagery and manipulation of the real body turned to Photoshop. Scourge of contemporary fashion media that it is, a quick trawl through the history of fashion photography will tell you that it is not a new phenomenon. While the technology may not be the same, fashion photographers have been manipulating their images since the earliest years of the genre.
Richard Avedon was an American photographer with a prolific career in fashion. He held positions as lead photographer at Harpers Bazaar and Vogue, shot campaigns for Dior, Versace, Revlon and Calvin Klein among many others and is responsible for some of the most iconic fashion images of the 20th century. He worked relentlessly and consistently from the mid 1940’s until his death in 2004.
Avedon was keenly aware that fashion photography had presumptions toward the ideal. Clothes and models starred, and the image should inspire, appeal and oftentimes—sell. The medium of photography allowed for both a ‘realistic’ and highly adjustable way of making images.
“The minute you pick up the camera you begin to lie—or to tell your own truth. You make subjective judgements every step of the way—in how you light the subject, in choosing the moment of exposure, in cropping the print. It’s just a matter of how far you choose to go.” Avedon
Avedon worked with ‘retoucher’ Bob Bishop for over forty years, manually adjusting photo-negatives. Lengthening necks and legs, making eyes larger and even swapping heads and torsos from different images to create an idealized picture, half a century before Photoshop.
As we rage against photo-manipulation in today’s print media, a moment of reflection on its rootedness in the world of fashion photography may yield new perspectives. Would understanding the subjective role of the photographer make us less desperate to believe the final image is the ‘truth’? Or perhaps it is the influence of celebrity in fashion media, with tightly controlled images and a desire to appear perfectly ‘real’. How many today would surrender their image to the photographer as Audrey Hepburn did in 1967? If we continue to view fashion photography through Avedon’s lens of aspiration and fantasy do we really want to restrict his tools? Perhaps understanding the artifice would simply ruin the magic.
Avedon, Richard. In the American West, 1979-1984 (New York: Harry N. Abrams, 1985), foreword. Print.
Avedon, Richard, Carol Squiers, and Vince Aletti. Avedon Fashion. New York, NY: Harry N. Abrams, 2009. Print.
Fineman, Mia. “Pictures in Print.” Faking It: Manipulated Photography before Photoshop. New York: Metropolitan Museum of Art, 2012. 157. Print.
Each month in 2015, we will post an interview with one of our alumni, as part of our celebrations of this year’s auspicious anniversary. The Courtauld’s History of Dress students have gone on to forge careers in a diverse and exciting range of areas. We hope you enjoy reading about their work, and their memories of studying here.
Natalia is a fellow 2012 alumna of The Courtauld History of Dress MA. Originally from Los Angeles, California, Natalia has lived in London for over five years. Since graduating from The Courtauld, she has worked in online marketing for luxury beauty brands such as Estée Lauder, and is now a Digital Marketing Manager at Music Sales, in addition to running a successful fashion blog, Natalia Ambrosia (link below).
You took your undergraduate degree at The University of California, Santa Barbara. What was it like?
Going to University in Santa Barbara was like being on holiday, it was very surreal. The University is directly on the coast and I could wake up go for a run, and even take my reading to the beach.
What were the best parts of the History of Dress MA for you when we took it in 2011-2012?
I really enjoyed visiting the archives of the Museum of London and analysing pieces of clothing. Going to New York on the group trip was also very cool. Dr. Arnold set up everything from private visits to the FIT to the most incredible vintage store in Brooklyn: everything we’d been reading about came to life.
Did you notice differences between your study experiences in the USA and the UK?
The British University system trains you to be a lot more independent. In the US, you have at least 2-4 hours of lectures/discussion per day and have weekly assignments, whereas in the UK, apart from assigned readings, you have 3-4 assignments for the whole semester. It was definitely an adjustment at first, but it really gave me an opportunity to explore and evolve themes that I had been working on.
Can you tell us your favourite place hang out in London?
For coffee there’s no place like the ‘villagey’ feel of Hampstead. To get inspired, I like to people watch on Oxford Street (not far from The Courtauld): it’s like the pulse of London; you get a feel for what people are actually wearing.
You run an amazing blog, Natalia Ambrosia, and it’s given you some great opportunities, like attending London Fashion Week. What’s the experience like for you?
In many ways, my blog was the catalyst for deciding to pursue an MA in Dress History at The Courtauld. I had moved to Paris to teach English and was interning for a small menswear designer because I thought I wanted to design clothes. I started the blog as an outlet for everything I saw and wanted and became obsessed with fashion blogs. I quickly realised that I wasn’t suited to design but was very much interested in the relationship society has with fashion, and therefore the Courtauld programme was perfect.
You’ve had an exciting career in beauty and marketing since leaving The Courtauld. What are you up to at the moment, and how did the course help you?
During the course I had the opportunity to explore the evolution of the fashion industry since the introduction of the ‘fashion blogger.’ For my research, I spent countless hours at the V&A going through the Vogue archives, reading articles and looking through advertisements. I knew when I started the course that I didn’t want to continue on to a PHD, but I didn’t know exactly what I wanted or could do with my experience and interests. During the course, I realised that I really enjoyed dissecting the psychology of the customer and Digital Marketing seemed like a natural choice, as it marries my need to be creative and analytical with the fashion industry. Since the course, I’ve worked in the beauty/fashion industry, and I currently work for a music company, where I’m working on a rebranding project. The Courtauld History of Dress MA really helped me to develop my analytical skills and led me to my career, and now, to use marketing speak, it’s my USP (unique selling point).
Do you have any tips for History of Dress students?
Go to as many exhibitions and museums as you can while in you’re in London. Make the course yours: explore all of the details that capture your interest; you never know where it might lead! Go out there and interview everyone; make use of your stance as a student, and reach out to industry leaders – network!
What are you excited about in fashion this season?
“It was a windy night and before my retina registered anything, I was smitten by a feeling of utter happiness: my nostrils were hit by what to me has always been its synonym, the smell of freezing seaweed.” -Watermark, Joseph Brodsky.
Over the Summer I was fortunate enough to visit Venice with recent History of Dress alumna, Lisa Osborne. The trip involved a plethora of visits to art exhibitions, including the mammoth Biennale. One contemporary art installation that truly struck a chord with me was Andrea Morucchio’s show at Museo di Palazzo Mocenigo, titled ‘The Rape of Venice’. Palazzo Mocenigo is a unique museum within the city that houses antique Venetian textiles and dress. It also tells the story of how a strong and thriving perfume industry was established within the region, recounted through an immersive multi-sensory display, in which visitors are encouraged to smell raw materials, essences, oils, soaps and perfumes. Morucchio’s installation complimented the display of the permanent collection by also incorporating olfaction.
Comprising of four cohesive, immersive and multi-sensory elements, including scent and soundscapes, the installation explored how Venice’s rare cultural heritage and environment is being destroyed as the city’s declining population means that it has transformed from a home for many, into what Morucchio calls: ‘a tourist theme park.’ Inside the one room show monochrome projections replay against the walls. Strong statements in bold typography, reading: ‘Population decline set to turn Venice into Italy’s Disney Land’, and ‘Venice is sinking under a tidalwave of corruption’, are headlines from the international press. Created from fragments of a deconstructed mosaic taken from St Mark’s Basilica, the kaleidoscopic stone floor is intended to emulate a ‘frozen sea’; pertinent as underwater sound recordings of traffic in the Venetian Lagoon and the evocative scent of ‘frozen seaweed’ were pumped through the gallery space.
Inspired by the fragile lagoon environment, Morucchio collaborated with Venetian perfume company Mavive for months to create this salty unisex scent. Three hundred bottles possessing the limited-edition ‘Essence of Venice’ were produced and sold to visitors. The bold packaging of the small bottle, carrying this one-off scent, mimics the bold typography used for the graphic statements in the installation. Furthermore it also bares similarities to Jenny Holzer’s graphic series of perfume adverts, created in collaboration with Helmut Lang in 2000. Since the perfume could only be obtained from Palazzo Mocenigo, the scent recalls the memory of the installation, thus reminding the wearer of the deeper emotional journey through the city from which the smell was born. This is not the first time that the city sense-scape has inspired artists, for example the scent of London has also been explored by a recent collaboration between The Serpentine Gallery and Comme des Garçons (2014). The London-inspired scent, conceptually described as a mixture of grass, oxygen and a little bit of pollution, can still be purchased today and was produced and marketed to raise funds for the gallery program. This contrasts with Morucchio’s sensory adventure, which focused on the ephemeral nature of scent and the city.