Fashion My Religion! Campaign project in cooperation with Das Leben am Haverkamp FASHIONCLASH presents Fashion My Religion! (FMR), the 10th edition of the international & interdisciplinary fashion festival in Maastricht. During this three-day festival over more than 100 emerging designers and (performing)artists from all over the world get the opportunity to show their work to a diverse, international audience. The multidisciplinary program contains fashion shows/presentations, exhibitions, installations, awards, fashion theatre and dance performances.
The overarching theme of the festival is “Fashion My Religion!” (read ‘fashion’ as a verb).
The campaign image is developed in collaboration with the Dutch fashion collective Das Leben am Haverkamp, consisting of Christa van der Meer, Dewi Bekker, Anouk van Klaveren and Gino Anthonisse. Following the theme for this edition 'Fashion My Religion' they made cakes from the favorite garments of, among others, FCF-founders Nawie Kuiper, Branko Popovic and Laurens Hamacher and of themselves. Campaign photographer is Lonneke van der Palen and graphic designer Ivo Straetmans (Studio Noto).
'As a collective, we see less and less relevance in making more clothes. As a result, our previous projects were all about exploring an alternative role for ourselves as fashion designers. With this project we want to celebrate your favorite clothing pieces, instead of making new ones. For us (like religion, sport and art) fashion is a way of giving meaning, a social context, something to look forward to, creation and identity. Unfortunately, the value people attach to clothing is subjected to inflation because increasingly more is becoming available for less. That is why we present a ‘new religion’(with a wink) that can replace fashion: baking cakes in the form of clothing. The hobby-like character, the personal commitment and the disarming image of cake baking in a fashion context, we find an exciting contrast with the elitist image that fashion can have.’
Take a look at the campaign!