When I first think about a project I don’t think about the technology I want to use. I think about the idea and I think about what I’m trying to convey. And then I think about the technology that’s right for it. And then I start to approach people, different specialists. And often when I approach engineers or programmers, they haven’t done anything like it before.
Words from fashion designer Hussein Chalayan, whose Spring/Summer 2012 in Paris in September deployed a technological twist on the conventional runway setting. Often tacked on as a flashy afterthought, technology embedded in cultural settings manifests itself as a projection, a QR code leading to a non-mobile site, or a grandiose setup billed as “interactive” but in reality performs the same whether it’s a person in the room or a cricket.
Chalayan’s show is different. He sees fashion as a mature field where at this point in time, everything has been done before. So technical invention opens new possibilities for wonderment. The keystone of his concept in the Paris show was the placement of small hidden cameras in the models’ champagne glasses. While the models paused in front of a screen as if contemplating art in a gallery setting, they became an unwitting audience to the live recording of their own mouths.
I’ll vouch for the humor of peering inside a model’s mouth, as we boldly go where [not much] food has gone before. We see a new image of ourselves and receive Chalayan’s comment on self-reflection.
This simple intervention reminds me of Gabriel Barcia-Colombo’s “Vindictive Printer,” which constructed a new image of the office device as a free-willed thing with desires. We don’t normally have to listen to our printer’s dreams, much as we don’t normally have to look at the inside of our mouths in an art gallery.
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