Last week I attended Montreal’s fashion week (Sensation Mode) and stumbled on an installation of jeans pinned to a huge globe like structure. My first reaction was: how does this fit in with a room full of press conducting interviews with designers, runway models getting dolled up and fashionistas on the prowl for the latest & greatest fashion trends… Well it turns out it didn’t have much to do with any of that but made for an excellent blog pic for me!
FYI the structure essentially illustrates a fundamental part of the denim vintage era (1950’s on…) and giving a second life to clothing. Personally I believe it also implicates a noteworthy publicity stunt for a brand or company to generate consumer interest.
The hipster-like installation was created to allow spectators to participate in its creation by bringing in a pair of used jeans, pinning them wherever and contributing to a communal movement. It is inspired by the Ball Of Jeans known as the “Fashion Slave” denouncing over consumption, but also inviting us to re-use and collaborate collectively to a common idea – recycling and preservation.
Similar installations of this kind have made headlines around the world and through the power of new media, it has the ability to inspire hundreds of thousands of people. In 2006, hundreds of thousands of visitors flocked to see a huge ball made entirely of jeans in Xiamen, China. The exhibition was called “Fashion Slave” ” denouncing over consumption, but also inviting us to re-use and collaborate collectively to a common idea. The buzz was in good part from its contest where every visitor had a chance to win $625 US for guessing correctly the number of pairs of jeans embalming the gigantic ball. My my where was I lol… Oh! And a jeans bomb was also created in 2009 in Copenhagen. Check the video out here.