This Is Not Clothing unveiled its Fall/Winter 2016 collection title ‘METAMORPHOSIS’. The artwork featured throughout the clothing is titled ‘Hyacinthus’ & ‘The Transformation of Daphne’. These characters are inspired by Greek myths, in which Daphne and Hyacinthus were immortalised by becoming botanical elements through metamorphosis. Botanical metamorphoses relate to a classical belief in natural rebirth, promising immortality and life after death in nature’s endless cycle. The mythology in these stories also explores the boundaries of human existence, and the contrast between the animate and inanimate.
The film is directed by artist Jam Sutton, who also created the ‘This Is Not Clothing’ collection inspired by the same subject. Take an exclusive look below:
The film co-exists with Collection IV of This Is Not Clothing which features Jam’s sculptural artwork inspired by the same subject. Using 3d scanning technology, Jam creates sculptural works that reference antiquity conceived through digital production methods. The sculptures are exhibited through This Is Not Clothing as a wearable print and interactive Augmented Reality experience when using the free ‘This Is Not Clothing’ app. CREDITS
Campaign photoshoot: Jam Sutton
Styling: Alexandra Vilcov
Hair & makeup: Jay Jessop
Models: Emmanuel & Daniel at Brother Models
VR Film Directed & edited by Jam Sutton
Starring Mert Degirmendereli
Featuring sculptural artworks of Lyosha Buddha & Emelie Stenman
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