Bureau Betak strongly values the immediacy of news brought by social media to the fashion industry. Alexandre de Betak cheerfully explains ‘the minute an event starts, I check Instagram to see how it looks. I want to keep learning, keep making it better.’ (Frame 102, p 133). With such keen attention paid to how set designs are perceived online, it mightn’t be such a loss to not receive an invitation to one of the innovative 15-minute shows. Simply log into to your Instagram account.
However, the luxury production company is also infamous for consistently curating avant-garde productions, that are unable to be reproduced completely by smartphones alone. Bureau Betak maintains a balance between designing sets that resonate with the intangible realms of Twitter, Facebook and Instagram and a physical audience, heightening the tangible ephemeral experience with smells and corporeal sensations, equally receiving a largely positive response from both.
In the Paris Event Centre, a variety of performative treats were laid out for an anticipatory audience for Jacquemus’ SS/16 show. In a dark and strangely desolate arena, Burea Betak created a sombre interpretation of a circus ring where spotlights capture models wearing, carrying and dramatically dragging heavy lengths of cloth across the runway stage. A burdened young boy was seen pushing a large red snowball of fabric around the stage, supposedly representing the French designer’s frustration with the weight of responsibility and duty he feels at this young age. Whilst a solitary Jacquemus sauntered down the runway with a majestic white horse by his side encircled by an open expanse of concrete floor.
Here's what a few Instagram addicts captured at the show:
The Carven RTW SS/16 collection’s models interaction with a set design and scenic elements emerged as a main focus for spectators inside the Espace Ephémère Tuileries. The collection presented alternative perspectives as models entered and manoeuvred their way through a floating cube articulated with hanging PVC strips, and the audience saw looks in a geometrically awry dimension. The rippled curtains forming the box obscured garment details until models exited this enclosure and became wholly visible on the U-shaped runway, passing stately pink pillars and the fashion pack with their almighty smart phones clasped and ready to use an ego stroking hashtag.
Scroll down to take a look at what they posted: