Maison Margiela unveiled the short film Reality Inverse at the Serpentine Gallery during London Fashion Week, from creative director John Galliano and photographer Nick Knight of SHOWstudio.
The project is a visual conversation born of two geniuses regarding decadence and overindulgence. It marks a new era for Galliano at Margiela, with values pertinent to the technological age.
Shot through an inverted lens, Galliano and Knight have flipped light and dark for a disrupted and three-dimensional film, the uncanny evokes new feelings of subverted reality and a new vision for the house.
Responding to what he sees as an inevitable age of technological excess, and following on from recent collections, Spring 2019 Couture in particular, for which he defined decadence as “the excess, the artifice, the decay”; Galliano depicts an oversaturation of hallucinogenic digital imagery.
The overstimulation by artificial impressions aims to disarm and unsettle the audience, degenerating into an ultimately unreal illusion. Amid the overload of fabricated imagery, viewers long for authenticity and intimacy, the familiarity of the signature Margiela Glam Slam bag gives some comforting relief.
The film, starring an infrared Duckie Thot, is available in a standard video format, as well as a special virtual reality 360-degree version. Scored by Jeremy Healey, the soundtrack samples an ode to nocturnal fantasies In Dreams by Roy Orbison, who last year appeared in holographic form in a show of the same name.
Visitors to the Serpentine Gallery, and selected Maison Margiela stores through the Spring season will be able to experience the film with Oculus Go, an all-in-one VR headset, for a truly immersive 360 degree experience.
Creative concept: Nick Knight & John Galliano
Creative direction: SHOWstudio
Director: Nick Knight
Music: Jeremy Healy
Casting: Duckie Thot @Newyorkmodels
Hair: Sam Mcknight
Makeup: Val Garland
Editing: Raquel Couceiro & Myles Hall
3D scanning: Todor Ivanov
Production: Liberte Productions
Serpentine Galleries, Kensington Gardens, London, W2 3XA
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