Compulsory Shenanigans
Welcome in the SDW shopping mall! With COMPULSORY SHENANIGANS SCHUELLER DE WAAL define their DNA in a sense stimulating fashion show, right next to their offices; the World Fashion Centre in Amsterdam.
In this show, SCHUELLER DE WAAL embraces the imperfections that belong to being a small independent label – finding all sorts of improvised solutions to measure up to the enormous presentations of big fashion houses like Chanel. By using all the cliché’s belonging to these out-of-proportion-and-budget shows, SCHUELLER DE WAAL’s tongue-in-cheek attitude towards the oversaturated fashion business reaches an all-time high.
‘Serious fashion...not so serious’ – The multi-disciplinary, non-linear and low-key show includes 60 looks that give a full immersion in the SDW universe. The spring-summer collection of 35 garments is presented by isolating every new piece in a single look. By taking the 60-look-show (which is an enormous amount for an independent fashion label) as a challenging starting point – the designers added materials and garments from their direct environment. It led to a refreshing design principle: a loose, spontaneous collage-like way of working.
WINNER DUTCH DESIGN AWARD FASHION 2018
Credits
- Art Direction:
- SDW STUDIO
- Photography:
- Team Peter Stieger
- Hair:
- Siko van Berkel
- Make-Up:
- Carlos Saidel
- Styling:
- Mark Stadman
- Sound Design:
- Bea 1991
- Choreography:
- Milou van Duijnhoven