WOMEN PRET A PORTER

Campaign for A|W 2014/5 Couture Collection. Inspired by digital voyeurism and social vices. The collection uses silk failles, satins and organdies and we wanted to reflect the idea of transparency and provocation. The campaign was launched with a hashtag #itsadirtybusiness at the Design Indaba in Cape Town and ended up being a metaphor for the fashion industry. The installation at the exhibition was a huge digital projection of a movie that was created during the shoot projected against the backdrop of a public toilet.
The success of this collection is based on the fact that people were drawn to seeing the garments in person and that enforced the entire precept of couture. It showed the level of quality, craftsmanship and the luxuriousness of the fabrics and the attention to detail. The tone of the campaign also helped to infuse a new sense of youthfulness to couture which is generally perceived to be staid and very rule bound. One of the principle aims of the campaign was to try and attract a younger clientele with a high disposable income and the garments and the visual language of the campaign achieved this as it was launched via social digital media platforms as well. Both the photographers and stylist on the project were also chosen based on their work that they had largely done for youth driven brands.

Gavin Rajah is South African designer and entrepreneur based out of Cape Town. He works in creating hand-crafted luxury that employs women from vulnerable communities. He is passionate about economic and social transformation of those that are vulnerable. His work is collected by discerning clients around the world who embrace his aesthetic and ethos in design. His work features intricate construction and embellishment. Gavin is also a UNICEF Goodwill Ambassador and uses his work in fashion to profile child related causes in the world.

Arise Designer of the Year 2013
Vogue 100 - Italian Vogue - Franca Sozzani
Best Product on Show - Design Indaba
IDA - Couture - Silver Prize