So London Fashion Week saw music, noise and the corresponding atmosphere play a pivotal role in the SS16 season (here), so Tom Ford has rejected any form of physical presentation.
Instead the designer – who founded the Tom Ford brand in 2005 and debuted his own name womenswear line in 2010 following roles at Gucci and Yves Saint Laurent – has tapped Nile Rogers and Lady Gaga for a revisionof Chic’s 1978 hit ‘I Want Your Love’ and an accompanying music video; the look book images, two of which above, stills courtesy of said set up.
“Instead of having a traditional show this season, I decided to try something new,” Ford announced today. “Having a runway show has become so much about the creation of imagery for online and social media and watching a filmed fashion show can be like watching a filmed play (which is never very satisfying).”
“I wanted to think about how to present a collection in a cinematic way that was designed from its inception to be presented online,” the ‘A Single Man’ director goes on to say; “I have always loved ‘Soul Train’ which used to be on TV in the 70’s; as it was as much about the clothes as the music.”
Marrying the talent of Nile Rogers and Lady Gaga with SHOWstudio founder Nick Knight as director – his cinematic credits elsewhere include Gaga’s ‘Born This Way’ and Yeezy’s ‘Bound 2’ – the designer brought Benoit Delhomme on as director of photography.
The inclusivity of the project – giving fans a similar level of immediate access as industry players – marks a further indication of the change currently occurring; for the house’s NYFW show Riccardo Tisci invited the general public to take a seat at Givenchy’s SS16 show, while in London and Paris LVMH prize winners Marques’Almeida and Jacquemus ran competitions for fans to attend.