G-Star’s Fashion Show is Contemporary Dance Performance
February 27, 2012 § Leave a comment
Being known for braking the mold and their innovative approach to fashion shows, the label developed a presentation format where dancers perform in an industrial environment to live music. The musician sits in the background, while the dancers perform sometimes weird and disturbing movements in the foreground. Redefining the space by incorporating props (especially the piles of paper) into the choreography definitely helps to make the performance visually more dynamic and interesting.
It’s refreshing to see a different approach to presenting a fashion collection. The atmosphere of the piece and attitude of environment, dancers and music combined, make for a very unusual fashion expereince, guaranteed to communicate the brands values in a way that leaves the audience and media talking about it and ready to share the event in various channels.