In a move to counter the hegemony of digitised production, AMO’s look book for the Prada Fall-Winter 2011 collection is conceived as an essay in handcraftsmanship.
The topics of the collection – home, interiors, and intimate perceptual spaces – are graphically represented not through computer-generated graphics, but rather a dialogue between fashion photography and the art of collage. Artworks have been cut and assembled into miniature paper theatres: a handmade interior scenography. Characters move collectively or alone through a sequence of diverse rooms – from abstract and transcendental, to intimate and realistic – silently engaging with shadows, unexpected materials, wall patterns, floating skies or frames leading to other indeterminate spaces. The handmade effect of the imagery echoes the inherently haptic nature of the fashion it portrays. With the Art direction of AMO/Ippolito Pestellini Laparelli, Fausto Fantinuoli; Directed by James Lima; Music: Frederic Sanchez; Executive Producer: Max Brun