ØDD. Collection Creates Multi-Sensory NYFW Production
As more and more fashion shows are live-streamed, and designer collections become available online the instant they’re revealed, the question arises: why should fashionistas, bloggers, journalists and even editors make the expensive, time-consuming trek to see designer presentations in-person? Are the days of the much-coveted, ultra-exclusive runway show limited? This season it seems designers have been asking themselves the same question, because many have created shows that provide truly multi-sensory experiences. Using high-tech audiovisuals to stimulate guests, designers are ensuring their shows are as unmissable as ever.
NYC-based ØDD. Collection is one that took its most recent runway production to a whole new level. 21-year-old owner and co-designer, Judson Harmon, presented his FW13 collection at Industria Superstudio in NYC’s Meat Packing district during NYFW. As guests entered the studio they were greeted with surveillance screens and upon closer inspection saw their own distorted reflections on the monitors. From the moment guests arrived, Harmon tried to shift his audience’s focus and force their integration into the scenario. The screens were part of an installation created by visual artist, Jason Akira Somma, and reflect Harmon’s desire for individuals to interpret the collection in their own way through the use of new technologies.
Harmon told Dazed Digital:
With a name like ØDD, I had no choice but to shake things up. All of us at ØDD are art enthusiasts and I am particularly interested in how technological advancements affect and inspire art and fashion.
Collaboration to me is art, and my goal is to present something that each and every person can interpret in his/her own way. Our customers are fascinated by the process and the story behind each piece and are eager to think outside the box.
Harmon and his co-designer, Jordan Klein, named the collection “People Have Weapons” and were inspired by Ferdinand Foch’s quote:
The most powerful weapon on earth is the human soul on fire.
This theme was evident as soon as guests walked inside the studio and were faced with a group of androgynous models standing in an almost military formation. Staring directly ahead and holding fluorescent lights, they moved at intervals throughout the show. A DJ played digital music in the center of the room, and a cello player created a discordant string sound. The entire experience felt more like a stage production than a runway show, and the atmosphere almost outshone the models themselves. Nothing online could really capture the experience.
The monochrome collection of black and stained white was based on geometric shapes and futuristic design elements. The stained white treatment of the material was inspired by the discoloration and worn nature of vintage book pages, which the designers said represented old ideals revisited anew. Detailing ranged from distressed elements to intricate pleating, and overall the designs were a mix of fashion-forward detailing on easily wearable silhouettes.
After launching his ØDD. Collection e-store in 2011, Harmon opened a physical boutique last fall where, in addition to his line, he also stocks a range of avant-garde designers including Raf Simons, Gareth Pugh and Thierry Mugler. The store is located at 164 Ludlow Street, NYC, and is definitely worth a visit.