SHOWstudio has used the emerging medium of fashion film to focus on the garment in motion, the power of the editor and the relationship between fashion and politics: however, we had never given designers the simple brief to produce films exploring their own creative ethos. With online luxury advertising ever-expanding into new realms of digital media and young designers increasingly aware of their power as a brand, for Future Tense SHOWstudio looked to twenty-first century fashion stars to express their design vision through moving image.
In collaboration with Hywel Davies, whose book 100 New Fashion Designers informed the selection, SHOWstudio approached a wide variety of designers including Rodarte, Pierre Hardy, Peter Jensen, Todd Lynn and Mary Katrantzou, to create films of between 30 seconds and three minutes. During August and September 2008, this selection of film was showcased on SHOWstudio, allowing each participating designer the opportunity to express their individual aesthetic and identity. New films were be added to the project daily, the whole forming a concise encyclopaedia of fashion’s future.
But ‘Future Tense’ is more than a collection of film shorts. A Q&A with each participating designer features alongside their video piece, delving into their design ethos and working methods. The programme also showcases essays and features from the next batch of influential young fashion writers, exploring the themes raised by the designers' films and bearing witness to the incontrovertible shift towards moving fashion.