Taking the metamorphic potential of fashion imagery and following this through to an extreme, in July 2002 Nick Knight extended an invitation to friends and colleagues including Erin O’Connor, Juergen Teller, Katy England and Bobby Gillespie to participate in Transformer, a SHOWstudio project that challenged each of these fashion creatives to devise and be filmed in an act of transformation that held personal significance for them.
While some performances were lighthearted, others provided meaningful insight into the different creative processes at play. This was the first fashion shoot to be broadcast live via webcam, revealing the working methodologies that underpin contemporary fashion image-making in real time. SHOWstudio’s viewers were invited to e-mail live questions to ‘interview’ the team of creatives on set about their ideas, motivations and progress, creating a two-way dialogue between the event and its audience.
Each performance was recorded in Polaroid stills, video footage and via webcam, allowing every aspect to be witnessed, during and after the event. The event is accompanied here by videos charting both the performances and the audience's reactions, and by an in-depth essay examining the 'cultural construction of gender' by academic and theorist Shaun Cole.