Selected works from the successful Iconic Recycling project will be presented at the exhibition Art of Fashion in Hamburg. On show will be clothing, bags, jewellery and fashion sketches from New York, Prague and Hong Kong.
This is the fifth presentation of the successful project by AAAD’s Studio of Fashion and Footwear Design headed by Liběna Rochová. Outfits inspired by the famous fashion houses have so far been shown in Prague, Tokyo, New York and Vienna.
In 2015, the Iconic Recycling project was initiated by Dr. Elisabeth Längle, a leading Austrian fashion expert who co-created, for example, the identity of the Helmut Lang label. Now she has provided to the students of Liběny Rochová’s studio several iconic outfits by world designers from her own extensive collection, including garments by Jean Paul Gaultier, Helmut Lang, Donna Karan and YSL.
The students’ assignment was to select a label and adopt the role of its newly appointed creative director. The physical output of the work was to be three outfits and one accessory designed to epitomise the label in question, while carrying it further in a desirable way. Bringing new ideas and giving the brand its own creative hallmark are the fundamental tasks of the project.
“Capturing the DNA of an iconic label, respecting its nature and elevating it with a new creative aspect,” is how studio head Liběna Rochová details the project. “Following in the footsteps of a prominent label is a great challenge for every designer. The ability to express the existing style of a label and to innovate it further is in my opinion essential for future designers who want to establish themselves in the real world of the large fashion houses,” Rochová adds.