erasmus - amsterdam university of arts

nfi - national fashion institute - arnhem, netherlands

2019

The first strategy of this project is to connect fashion with fashion photography. The project entitles National Fashion Institute NFI aims to be written by following the guidelines of the first fashion photographies. The approach is to adopt it own a language and vocabulary and with unlimited possibilities of expressing thoughts and emotion. The design will incorporate the main lessons of the production of fashion photography from the 20´s to the 50´s, as well as lessons from contemporary photography which, is occasionally influenced by architecture. Observing the fashion photographies of Horst P. First, it is noticeable the influence of surrealism movement on his photography. In fact, he worked very closely with Dalí during the years he lived in Paris. The combination of whimsical and surreal elements with classical aesthetic of Horst and being guided by four fundamental aspects of photography: framing, shadow, lines (perspective) and ”magical” moments. The design incorporates the element of surrealism by forcing the perspective of the viewer and by doing that the project gains shadows that support the act and it is inherent to the form depending only on the source of light. The shape of the arcs that provoke mysterious shadows is also a link to the elegant classical erotic body language of the models that Horst immortalized in fashion photography. The angles of the walls facing north and south façade frame the views for the city and river, and sunset and lakes. All these elements are united under a linear catwalk arcade.

Author: Flavia Groba.
Tutor: Jolijn Valk and Jan van Grunsven