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Aganovich SS11 kicks off Paris Fashion Week

September 29, 2010 Aganovich SS11 kicks off Paris Fashion Week

Aganovich kicked off Paris Fashion Week yesterday with an immense show in the courtyard of the Hotel de Croisilles. Entry was past a suspended animatronic body and into a claustrophobic courtyard filled with a huge rusty anchor and dark, droning, depths of the ocean sound. Every window, all around, was filled with large angled mirrors that reflected back out from behind an outfit from the collection.

It was the first opportunity to see the print we had developed on the final pieces (inspired by Irving Penn’s images of withered poppies). The presentation demonstrated the ‘puzzle’ concept idea, to create a collection made up of mix and match-able parts across pieces and seasons.

As a final touch, I loved the alternative to the stereo-type goodie bag; instead, white umbrellas (with stamped logo luggage tags) perfect for striding off into the Parisien evening.


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HUB - Printed Material Campaign

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