ARCHITECTS: Teratoma Productions
MUSIC: Hugo Alonso
DIRECTION AND RRPP: Jota Team
Though this collection Nouman proposes a critical point of view about the value of art and the role of subcultures in today’s society where the construction of identities has become one of the great uncertainties of our time. The collection mix in an ironically way punk garments with oversized coats and jumpers, tailoring suits and sports shirts that shows contradictory messages such as “trust art” or “culture is over”. The collection also review the role of museums of contemporary art appropriating some of its most characteristic elements such as velvet cords that appear on the straps of the bags. Hoods, black boots and a dark make-up are the provocative response to these claims.
Nouman wanted to claim the integration of fashion shows during fashion week in the downtown so the runway took place in one of the most representative buildings of the textile industry in Madrid, that are the old Pontejos company. After many years closed the warehouse of this old textile company have just been rehabilitated and Nouman was the first to inaugurate it. The location is absolutely amazing and the idea to do it in this place is to revive the ghost of what has been Pontejos for more than 100 years. The runway took place in the halls where the ladies and gentlemen were going to arrange their outfits and the dressmakers made their designs many years ago.