KIRCHHOFF REMINDED
meadham audience
ISFIRST FOREMOST
O CREativityF BOUNDARIES
Kirchhoff subverted these rules by making models parade with no interval and just two or three metres in between them. In addition, if designers and stylists spend a considerable amount of time and money booking popular models, the winning duo of the Emerging Talent (Ready-to-Wear) award at the British Fashion Awards 2010 chose to use unfamiliar faces to parade their garments. In a fashion week where most designers relied on
FASHION ABOUTPUSHING
PR agencies to get celebrities on to front rows, and played safe by resorting to very similar trends (such as leather, fur, feathers, asymmetric sleeves, diagonal draping over the body, orange, maroon, dark blue, and the eternal black), Meadham Kirchhoff reminded the audience that fashion is, f irst and foremost, about pushing the boundaries of creativity. This was a show where male and female models were clad with blankets, and thick knitted jumpers and leggings in black and white alternated with double-breasted dresses, ethnic gypsy blouses, white lace shir ts, and deconstructed bright red tweed jackets that evoked the irreverent spirit of Coco Chanel and how she saw fashion as important social commentary. Furthermore, in a puzzling world where tickets for
runway shows are as coveted as gold, and fashion editors are regarded as celebrities, organising a display that cannot be analysed or photographed in the slightest is an intelligent, albeit risky, move. Up to the advent of augmented virtual communication via social networking websites and blogs, fashion shows used to be put together for buyers and press in a process that used to be everything but democratic. Nowadays, as images from the runways are streamed live on to screens all over the globe, being able to think about fashion and analyse its creativity tends to be reduced to the image, the celebrity and the vacuous comment. There is no doubt that Meadham Kirchhoff’s show must have perturbed many photographers and editors. However, once the initial anger has dissipated, this fashion show will go down in history not only as the day when sartorial displays changed but also as a reminder that Meadham Kirchhoff are a talented duo that are in the fashion business for the long run. As creative designers, on 22 February 2011, the duo cemented their position as inventors of ingenious garments for those who truly appreciate them.
For this and other articles by João Paulo Nunes, visit
www.worldmanabouttown.com
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