."I think AREA did themselves a disservice, because it didn't live up to that," he said."If they had said they were making custom garments or debuting a collection that could be ordered made-to-measure I would have been more on board, but I think the word couture complicates thing and — now I'm just looking at the images on a screen, mind you — it didn't live up to that standard.
"It happens," says Berlinger."These are men and women, not Gods, but they know what's being asked of them and do their best to deliver the finesses that they've been promising." It's also worth noting the resources that the Chanels, Diors and Fendis have access to by way of virtually unlimited funds. AREA does not have that. Instead and in contrast, AREA is about ingenuity, expression, and freedom from the restrictions of the fashion establishment.
There's also some factors beyond the clothing: how it was presented and who it was worn by. The video they produced in conjunction with the images, shot by Ned Rogers, breathes life into these pieces, and helps conjure the recognition that this is wearable art. That six of the fourteen images/videos are of model Precious Lee, the, is again, a powerful offering — especially so in contrast to the other couture shows featuring glaringly and overwhelmingly white, straight-sized models.
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