In April 1965, the guest-edited Richard Avedon issue of Harper's Bazaar anticipated a new era of Space Age fashion consciousness, leading the world to wonder what one would wear on the moon, or what would be appropriate evening wear for an eventual Titan fly-by. In tribute to Avedon and to the Space Age along with the recent celebration of the 40th anniversary of the lunar landing, ONE Management chose to embrace the 'many-worlds' interpretation of quantum physics to bring you a parallel universe in which our Spring Summer 2010 models (wo)man their own space mission, for which mock covers, packaging and a promotional film would be needed.
A quick trip back to 1965, taken by our stellar creative team (via convenient space-time wormhole), revealed the inherent beauty of the raw process of creating the mock covers themselves, as it was done in that time. Current-era covers emphasize the beauty of the final result, but belie the laborious and contemplative process of creating the image itself. A cover mock-up in 1965 would reveal layer upon layer of creative decisions and aesthetic maneuvers, and could hold its own as a work of art. Each crafty corner and layer of construction paper over and around the image inspired our team much more than the current idealization of the final, perfect image. ONE Management feels that using the concept of Mock Covers enables us not only to maintain all that is beautiful within the picture, but to also leave exposed the creative process that reveals just how such art is created in the process itself. The revelation of the art within the process of making these mock covers revealed a greater truth: fashion without art is not fashion at all.
But that wasn't the last step.
A minor black hole created by the European Centre for Nuclear Research's Large Hadron Collider was large enough to squeeze 1960s-vintage silkscreening implements through, which our creative team then used to silkscreen all of our packaging by hand. Of course, they didn't shut the worm-hole door behind them without collecting all the 16mm cameras, Steenbeck editing tables and animation stands our resident film maker needed to make the promo film look as authentic as possible. Isn't the mechanism of quantum decoherence awesome?
Of course, in quantum physics, reality is a many-branched tree where every possible quantum outcome is realized. So fire up your Euclidian Space-folding device and enjoy ONE Management's Spring Summer 2010 campaign. Perhaps in another quantum branch in infinite-dimensional Hilbert Space, this is all happening.