‘For Immediate Release: The Art of the Press Release’ showcases a selection of press releases and promo-texts from fourteen iconic fashion practitioners over time. Focusing on seminal collaborations between brands and writers in the elusive field of copy-writing, this exhibition tracks the shifting nature of fashion promotion in relation to its mediators at large. From performative and conceptual show notes to dictionary-type lexicons, the exhibition presents the press release as the primary form of fashion communication and promotion, an engine of persuasion, hype, and brand loyalty, that has evolved as vividly as fashion itself.
With materials from Alessandro Michele, Angelo Figus, Comme des Garçons, Dries Van Noten, Keupr van/Bentm, Maison Martin Margiela, Mowalola, Prada, Shelley Fox, Sunnei, Virgil Abloh, Vivienne Westwood, Walter Van Beirendonck and WilliWear.
Curated by Elise By Olsen & Jeppe Ugelvig. With support from MoMu Antwerp & Nordisk Kulturfond