Image Credit: Martine Rose
The London based menswear designer has tapped into the idea of voyeurism for her Spring 2021 collection. The one-off digital experience titled ‘What We Do All Day’ took place in a virtual building block and allowed fans to get a glimpse into the pandemic lives of 24 friends of Rose, Drake included.
Martine Rose, established in 2008 has in recent years become an internationally recognised and critically acclaimed brand. In 2019, Martine Rose was nominated for the BFC’s ‘Menswear Designer of the Year’ as well as the ‘Urban Lux Award’.
Rose has always gone down a slightly unpredictable route for her fashion shows. In January 2020, she presented AW20’s collection at her daughter’s primary school. Due to the coronavirus pandemic, the majority of the fashion world has had to adapt, which has inspired Martine Rose to elegantly showcase the new norms of today’s world. The experience gave fans the opportunity to visit homes all over the world, including cities such as Tokyo, Mexico City, London and Toronto. This was done with the help of design studio International Magic, which used 3D rendering technology to stage the personal films, all incorporated into one simulated building block. In a time when everyone is facing similar circumstances at home, Martine Rose allows us unbridled access to the more intimate aspects of people’s daily habits.
Eagle-eyed fans among us will have definitely spotted Drake amongst the individuals included in the experience. He can be seen in his studio, wearing a grey Martine Rose athletic top. Other key pieces shown were a pair of floral printed trousers, worn by ‘Elsa’ in Room 10 and a knitted jumper adorned with a retro-billiard print, worn by ‘Carla’ in Room 1.
Martine Rose further explained the concept in a statement whereby she said: “The event will function like a time capsule – three performances in three time zones, a message to the future that captures how we feel today.” She went on to say that “It’s a glimpse of what the camera doesn’t ordinarily see, a tour of private worlds. Most of all it is a place where we can be together – a record of the unremarkably intimate and radically strange.”
The Spring 2021 collection will be available imminently on Martine Rose’s website.
Creative Director: Martine Rose
Creative Direction & Production: International Magic
Styling & Art Direction: Tamara Rothstein
Casting & Model Management: Isabel Bush at JONI
PR & Production: Laura Dooley & Liz Chuck at Agency Eleven Production: Ben McKinnon
3D Design & Art Direction: Agnete Morell
Technical Direction & Code: Jack Wild
Additional Code: Christoph Jeworutzki
Editor: Nicolai Kovács
Sound Design: Colin Bailey
Music Compilation: Sasa Crnobrnja
Words: Philip Maughan
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