Augmented reality goes fashion – resulting from the collaboration between fashion brand LUISA CERANO and MONICA MENEZ is an artistic project which, at the same time, stages the capsule collection digitally for the 25th anniversary of the label.
The topic explored by Monica Menez is an unusual type of time transformation and glimpse back into the future. The project blurs the boundaries between fashion, art and technology: the AR photo spread redefines the perception of fashion – and the role of the viewer. LUISA CERANO thus sparks a paradigm change in how fashion photography is staged.
MONICA MENEZ tells GoSee : “At the beginning of the year, Luisa Cerano asked me if I felt like photographing the exclusive capsule collection for the 25th anniversary of the company. They booked me as an artist, and I had carte blanche, which was phenomenal. I developed an exhibition concept with which the photos can also be experienced in augmented reality. For each picture I photographed, there are also moving images, which can be viewed on mobile devices with the app from Artivive (www.artivive.com).”
The imagery exudes a futuristic atmosphere, within which the viewer is transported into a new time dimension. Style elements such as VHS effects, glitches and surveillance cameras give the works of Monica Menez a modern digital aesthetic – thus initiating reflection upon the impact of digitalization and artificial intelligence.
“Working with Monica Menez is fantastic. She literally leads us into the future with her photos. Art and fashion merge here in a completely new and digital way,” says Jürgen Leuthe, CEO of LUISA CERANO.
Monica Menez adds : “In my images, I touch on the exciting topics of digitalization and artificial intelligence – posing the question ‘Where is the future leading us?’. The close and inspiring cooperation with the Luisa Cerano brand enables me to explore fashion, technoid applications and aesthetic in an entirely new way. My photo spread was created by fusing the triad of technology, art, and fashion. I work with visual metaphors; they emotionalize the illustrated unpredictabilities of our digitalized world. The aesthetic glitches in pink give my work a modern twist enhancing its visual stimulation. My inspiration for these works came from the style of the 1980s. A VHS aesthetic is superimposed over the sceneries and gives them a retro update. This conscious recourse to the historical accentuates the significance that past and present bear for our understanding of the future.”
The works by Monica Menez will be on display in a pop-up space starting mid-September at Dorotheen Quartier, which is celebrating this artistic premiere for its anniversary. On 14 September, the pre-opening for invited guests and the press took place. The pop-up store subsequently opened for the public from 15 September through 27 October. Several events will take place such as a talk with Nina Klein on transformation and the collective mindset, plus a film screening of the multiple award-winning fashion films by Monica Menez (30 September, 23), an AI event and much more.
LUISA CERANO has for many years pursued close cooperation in the area of cultural communication and is constantly realizing new progressive art projects or sponsoring exhibitions, such as ‘Anti-Fashion’ by Cindy Sherman at Staatsgalerie Stuttgart.
GoSee : monicamenez.de luisacerano.com dorotheen-quartier.de
