Warm Up: Toward Spring-Summer Collection 2011
How does one convey the story behind the garment? How to translate aesthetics values into a collection? This is how we created the visual world surrounding the new looks
The last winter was pretty hectic. The Maya Negri brand was a finalist in an international competition, held by the noted trends site WGSN, I've gone back to studying yoga, traveled the world and of course, we worked on our summer collection. Like in many of my other collections and projects, I emphasized the importance of collaborating with designers and creators from other fields as part of the creative process. After all, it's boring to do everything yourself and creating a dialogue with other creative players always enriches my work. 
Nowadays, I allow myself to choose with whom I want to embark on a creative journey. When you're surrounded by the right people, there are no doubts in regards to the right course of action. Many years have passed since I first saw Norit Koniak's designs and till she became a party of my team. I knew that this time I want to validate the collection with artistic work, which will convey the aesthetic values I believe in.
Along with the people of Calma, the studio Nurit founded with Michal Lerman and Diego Prilusky, we decided to reinforce the collection's catalog with a video art which will convey the spirit of the collection and will function as a business card. Lerman is an artist and a jewelry designer, selling her works in London and Paris. Prilusky is a video and 3D artist, who also worked in films in Hollywood, London and Madrid. The three of them joined forces three years ago, to create projects for TV and the music scene. Now they collaborate in video, animation and graphics, focusing mainly on fashion and architecture.
Nurit and I discussed extensively about the right way to deliver all that occurs behind the garment – the soul. We searched for a new visual language that will push the boundaries of print. The video concept came to life after we conversed about my inspirations and the elements which comprise my designs. The result is Minimal Form, a video that summarizes the new spirit of the collection; the restrained drama, the contrast of the various materials and placing the female body in the heart of things.
The video describes an abstract dialogue between the woman and the outfit covering her. The camera examines the space between the body and the fabrics limits and lets the viewer inside, as it focusing on the details; the fabric's texture, the curvature of the figure and the stitches craftsmanship.
In the heart of this project lies the aspiration to sketch the sensation of being in the garment; while stepping away from figurativeness. We wanted to discuss the fabric, its lightness, entering and exiting from it and to convey the sense of minimalism which characterizes the designs I created for summer 2011. It is a new experience for me and I'm more than happy for the opportunity to share it with you during the upcoming months.
The last winter was pretty hectic. I was a finalist in an international competition, held by the noted trends site WGSN, I've gone back to studying yoga, I traveled the world and of course, worked on my summer collection. Like in many of my other collections and projects, I emphasized the importance of collaborating with designers and creators from other fields as part of the creative process. After all, it's boring to do everything yourself and creating a dialogue with other creative players always enriches my work.
Today, I allow myself to choose with whom I want to embark on a creative journey. When you're surrounded by the right people, there are no doubts in regards to the right course of action. Many years have passed since I first saw Norit Koniak's designs and till she became a party of my team. I knew that this time I want to validate the collection with artistic work, which will convey the aesthetic values I believe in.
Along with the people of Calma, Nuti's studio, we decided to reinforce the collection's catalog with a video art which will convey the spirit of the collection and will function as a business card. Nurit works with Michal Lerman and Diego Prilusky. Lerman is an artist and a jewelry designer, selling her works in London and Paris. Prilusky is a video and 3D artist, who also worked in films in Hollywood, London and Madrid. The three of them joined forces three years ago, to create projects for TV and the music scene. Now they collaborate in video, animation and graphics, focusing mainly on fashion and architecture.
Nurit and I discussed extensively about the right way to deliver all that occurs behind the garment – the soul. We searched for a new visual language that will push the boundaries of print. The video concept came to life after we conversed about my inspirations and the elements which comprise my designs. The result is Minimal Form, a video that summarizes the new spirit of the collection; the restrained drama, the contrast of the various materials and placing the female body in the heart of things.
The video describes an abstract dialogue between the woman and the outfit covering her. The camera examines the space between the body and the fabrics limits and lets the viewer inside, as it focusing on the details; the fabric's texture, the curvature of the figure and the stitches craftsmanship.
In the heart of this project lies the aspiration to sketch the sensation of being in the garment; while stepping away from figurativeness. We wanted to discuss the fabric, its lightness, entering and exiting from it and to convey the sense of minimalism which characterizes the designs I created for summer 2011. It is a new experience for me and I'm more than happy for the opportunity to share it with you during the upcoming months.