In the fashion industry, the focus is mainly on the end result. The creative process that precedes these designs often remains unseen, despite the time, research and experimentation it involves.
Produced in collaboration with Louise Lepeltier, a final-year Fashion Design student at HEAD Geneva, this catalogue offers an insight into the various stages of developing a fashion collection. It follows the process chronologically to trace its gradual evolution. Captions, photo numbers, dates and time stamps accompany the images to highlight the duration and effort required at each stage.
The rhythm of the images, the physicality of the catalogue and the layout – inspired by a state of ‘zoning out’ (daydreaming / letting one’s mind wander) – help to connect the different phases of the creative process. The alternation between structured pages, sequences of images and more open spaces reflects the moments of research, experimentation and evolution that accompany the development of the collection.