Tuesday, September 3, 2013


By Eva Fydrych

British Council presents Dressing The Screen:
An Official Fringe Event of Digital Fashion Week

Still from 'Fanclub' Directed by Ruth Hogben © British Council

SINGAPORE - The British Council is presenting an exhibition of fashion film, Dressing the Screen which will be an official fringe event of Digital Fashion Week Singapore 2013 British Exchange.

Curated by filmmaker Kathryn Ferguson and designed by SystemSovereign X Fuur, it will explore the origins, history and pioneering role UK filmmakers and designers have played in the development of fashion film.

Kathryn Ferguson, Exhibition Curator, said: “From online virals to fashion blogs and platforms, the growing thirst for fashion imagery seems unstoppable. The latest installation of Dressing the Screen will include new developments with a section entitled The Female Gaze which will explore how the female image-maker shoots the female form, and a section that focuses on Narrative and Innovation. The exhibition reflects the departure from the aesthetically driven moving look book style of the past towards films driven by narrative and concepts shaped by new technologies.”

Photo by Ruth Hogben

Featured designers and filmmakers will include SHOWstudio’s Nick Knight and Ruth Hogben, Vivienne Westwood, and Henry Holland Pivotal moments in fashion, film and technology - from pre-internet early experiments such as the early films of Ossie Clark, Zandra Rhodes and Bella Freud - to visionary technological advancements by filmmakers such as Nick Knight and Sølve Sundsbø will be displayed. The exhibition will also explore the ground breaking work of female filmmakers and how they respond to shooting the female form with work by Marie Schuller, Amanda Boyle for Mulberry and Elisha Smith-Leverock.

Sarah Meisch PhD, Director of Arts, British Council Singapore, said “Dressing the Screen corresponds to Digital Fashion Week’s aims to provide unprecedented access to fashion by showcasing a form of contemporary fashion expression that surpasses boundaries and is relevant to audience engagement in our digital generation. By positioning the exhibition as the fringe event of Digital Fashion Week Singapore 2013 British Exchange we extend the reach of the exhibition via the extensive digital platforms that allow for heightened cultural exchange.”

Commissioned by the British Council, Dressing the Screen is an on-going fashion film project which has run in 10 countries including China, Bosnia and the Philippines; bringing together British and local filmmakers and designers to create new fashion films.

Photo by Ruth Hogben


Digital Fashion Week is collaborating with the British Council for the second shoppable live-streamed fashion week taking place in Singapore from 1 to 4 November 2013. The interactive event will enable online viewers to access the shows through social media platforms. Daily interviews with models and designers will be streamed on Google+. Shoppers will be able to purchase the clothes straight from the runway via Asos Marketplace as they watch the live-streamed catwalks. This year, the focus is on celebrating Singapore’s connection with the British fashion industry.

DFW project director Charina Widjaja said: “By insisting that no designer should be forced to pay a large sum to get the exposure they deserve, we provide Singapore designers with an all-encompassing online space to bring their careers to the next level.”

Antony Phillipson, British High Commissioner to Singapore, added: “Fashion is one of the UK’s most vibrant and creative industries, contributing more than £21bn a year to the UK economy. We’re very pleased to support Digital Fashion Week in their efforts to encourage and nurture home grown designers, many of whom studied or took up internships in the UK before launching their own brands in Singapore.”

Source: Culture Compass, Drapers, LASALLE College of the Arts

Dressing the Screen

Date: 28 September - 16 October 2013
Time: 10am - 6pm
Venue: ICA Gallery 1

Digital Fashion Week

Date: 1 - 4 November 2013

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