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Fashion F*ckery?

Fi Grew says in her statement that she is hoping to create something ‘Less wasteful... beyond traditional means.’ Through her (sparing) use of materials and composition, light and shadow, she's doing this masterfully. This is deeply evocative, beautiful work.

Images rendered in 3D modelling can sometimes feel empty, or lacking humanity, but Marcela Baltarete’s work is clearly based on an intensely personal story, and you can feel that in every image. There’s a fullness to everything here. This feels like a radical new way to discuss the custodianship of one's own body. ‘Part II’ is stunning.

Nacho Gamma’s films ‘Framing the Light’ and ‘Penitent’ are just perfection. A meeting point of fashion and performance art. We couldn't have loved them more. Really looking forward to seeing what Nacho does next.

The beauty in this series from Samuel Jamieson is in the detail. The keys, the cloakroom ticket, the light streaming through the window. It’s distinctly queer, and evokes a heady mix of danger and euphoria. It made us feel nostalgic for a night out we’ve never had.

Probably the most classic fashion line up we’ve chosen, what we love about Tianan Ding’s world is that it’s distinctive, and fully formed. That, coupled with the fact there’s something nasty about it – something acidic and uncompromising – and toys with the idea of value.

Mei Sze Tsang’s work is a really clever case study, touching on masculinity and class. The involvement of London brick layer Mervyn is hugely moving and memorable.

Mariana Malta is asking really important questions here. Her work has a fullness and a rawness that instantly reminded us of PJ Harvey's debut album ‘Dry’ (which we fucking adore.)

Finally, as an explosive exercise in moving image culture (one examining society's policing of nonconforming bodies) Sissel Karneskog’s film ‘I Am What I Am’; is a total face melter. We’ll remember seeing this work for the first time. Outstanding.

Gareth Pugh and Carson McColl

Gareth Pugh and Carson McColl

HARD + SHINY is a London-based independent creative studio founded in 2018 by Gareth Pugh and Carson McColl.

Built on the legacy of Pugh’s ready-to-wear fashion label – established in 2009 – the studio is renowned for its scope of vision, attention to detail and an unparalleled multi-disciplinary approach. Specialising in fashion, film, stage design and experiential entertainment, the studios power lies in creative problem solving and high impact, memorable image making.

HARD + SHINY is widely recognised as a leading proponent of fashion film and new technology. As a team they have worked with some of the most popular artists of our time – including Beyoncé, Lady Gaga, Rihanna and Nicki Minaj – and they have collaborated with some of the world’s most important cultural institutions, designing shows for the New York City Ballet, the Opéra Garnier in Paris, the Dutch National Opera and The Royal Opera House in London.

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