Jamais Vu | ss24 Santiago de Chile 2024
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This project was born after months of reflection and analysis, reaching the conclusion that fashion has become trapped in a cycle of massive and unnecessary consumption that causes collateral damage to both the environment and society, promoting a lack of authenticity and appreciation.
Therefore, I asked myself: why not understand clothing for what it truly is—art? That question led me to the concept of jamais vu, a French term used in psychology to describe the sensation of experiencing something familiar in a new and unfamiliar way. I want our audience to feel as if they are seeing and understanding a fashion collection for the very first time.
To achieve this, we will present the collection through an art exhibition, created in collaboration with three artists who draw inspiration from the same concept—paramnesia, a memory-related phenomenon. The exhibition will feature sensory music interventions, and the models will perform and present the garments as works of art.
The goal of this project is to create a unique visual and sensory experience that allows viewers to perceive and understand clothing from a different perspective, while supporting local talent and highlighting the importance of collaborative work between artists.
