Nada: Forays into Fashion's Future

From Rodarte to Dior and Erin Fetherston to Prada, designers are creating new contexts in which to present their collections by departing from the traditional runway show.

Fashion houses are choosing to evoke the mood, feeling and tone for their designs through the use of other visual media such as film, video and even Augmented Reality. Toronto-based designer Nada Shepherd has made exceptional use of new media to present her latest collection. Inspired particularly by the work of fellow designer and conceptualist Gareth Pugh, Nada set out to create a 3D spectacle to showcase her A/W 10 collection in place of a traditional runway show.

Nada: Forays into Fashion's Future - Nada - Fashion

Entitled 'Future Fashion/ Fashion Future', the video features human avatars or 'femmebots' fighting to the death in a video-game style fashion show-of-arms. "I was in China sourcing factories and overseeing production, and there was so much stuff, so much volume of everything... I thought to myself, they're making everything, pretty soon, they're going to be making humans". What started as a video idea turned into a 3D project that had the whole Canadian fashion industry talking. The production was even documented by Canada's CTV FashionTelevision team. "Fashion evolves, designers are required to question fashion every season. But the presentation of fashion isn't really being questioned or looked at. Our world is moving so fast, I feel like there's a huge disconnect."