Bay Garnett

The printed page has determined the way fashion looks since women's magazines were first introduced. Nick Knight's key motivation for founding SHOWstudio was to investigate the representation of clothing through sound and motion; perhaps the last great challenge in fashion image making. 'Moving Fashion' aimed to exploit this exciting new opportunity through an in-depth study of fashion film.

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The printed page has determined the way fashion looks since women's magazines were first introduced. For over three centuries garments have appeared as if frozen still. Nick Knight's key motivation for founding SHOWstudio was to investigate the representation of clothing through sound and motion; perhaps the last great challenge in fashion image making. Moving Fashion aimed to exploit this exciting new opportunity through an in-depth study of fashion film.

Over a three month period we screened a newly commissioned series of films produced by many of the leading figures responsible for determining what fashion looks like, including Kate Moss, David Bailey, Linda Evangelista, Stella McCartney, Steven Klein and Nick Knight. Each short was a personal response to the simple SHOWstudio brief of 'creating a thirty second film featuring a moving garment from the Autumn/Winter 2005 collections'. Collectively, the films acted as a 'collections story brought to life'.

Fashion film is perhaps SHOWstudio's single most important contribution to the changing face of how fashion is experienced. From its earliest experiments with moving image, SHOWstudio has forged a crucial path to shaping and developing this new genre of film-making. SHOWstudio's extensive archive of fashion films demonstrates the representation of fashion at its most vital, engaging and revolutionary.

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Bay Garnett