Branded Works

This installation is based around the appropriation of specific works into a 'Fashion Space' through the process of identified (fashion) 'branding'. In this context the work engages with a new discourse that has well established agendas in culture and society, that are reactive and proactive, real and fictional, and with a variety of currencies and values, that are ultimately the same as those that make up the discourse that originated the work in the show' thus turns the fashion/art cycle. This work offers up a specific and unique investigation in this respect.

The work contributes to a contemporary discourse/practice within fashion visualisation and promotion, which is the result of convergent media and discipline areas. Since the liberation of fashion promotion from it's seamless connection with the fashion article itself, and in its place notions of 'lifestyle' and 'association', fashion imaging possibilities have become more pluralistic. Although this is not a new phenomenon, it remains an open field with parameters that continue to be up for definition.

This research work and the production of visual artefacts, I aim to propose defining markers and provide visual reference material that may enhance this debate, particularly within a creative and academic context.

This show also launched the series 'Runway'. Combining a number of interests including performance, photography, fashion and flying (both using the 'runway' as a platform for release) this video piece culminatess in the still of the gravity defying leap, decisive moment (ref./for example Cartier-Bresson image of the leaping man behind Gare St. Lazaire 1932; Yves Klein 'Leap into the Void' 1960). A 3min 52sec performance on a runway where the artist goes through the motions of a take-off with in-flight sound track, culminates in an attempt to leave the ground. This piece was screened with the audience seated in actual aircraft seats, with personal-headphone, audio transmission.

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