In a hyper-connected, digitalized world, Andrea Crews, pioneer of upcycling and active figure of fashion in transition, presents a participatory fashion show that goes against clichés, at the heart of today’s world. For Andrea Crews, the catwalk has always been a form to be explored in its own right: who catwalks? for whom? how? and why? Since her creation 18 years ago, she has carried an eco-political message that she embodies in her clothes (unique upcycled pieces) her projects (performances in the street or in institutions, always untimely and joyful) her collaborations (with Casa 93, Damart or Le Bon Coin …) Like a teenager of the new generation, she embodies the values of change: Eco-design, Upcycling, Made in France, Casting sauvage, Body positive, Transidentité, Inclusion, Empowerment, Sharing, Creativity and Resistance. For the Summer 2020 Digital Fashion Week, Andrea Crews has developed an Instagram filter, where anyone can insert their face into the season’s silhouette. Through this interaction, she invites us to take back the power and awareness that we are all potentially the stars of the catwalk, whether we’re walking down the street or under the catwalk lights. Each silhouette carries a poetic message advocating a new, fairer and more spiritual world. Clothing is a screen, and the avatar we are is in transformation. Our quarter-hour of Wharolian fame makes each of us a muse of our own story and of transition. She invites her community, but also the multitude, to take part in this participative and inclusive device, making a mockery, as usual, of the dictates of casting and the codes of representation, as the models parade by and don’t look the same. The filter is inspired by turn-of-the-century special effects: low-tech, DIY, funny and almost magical. We’re at the dawn of a fast-evolving art form, facing a world on the brink of a precipice. Paris, capital of creation, what will tomorrow’s fashion be? Showing yet another collection in 2020 seems a nonsense, and clothing needs to be recycled or dematerialized. This will give rise to a series of upcycled tee shirts, in the political tradition of activist tee shirts, to be ordered live via the networks.
Concept : Andrea Crews Art Direction : Maroussia Rebecq and Lightweight digital Creation Filter : Lightweight Digital Music : Painting
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