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Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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Interviews ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

 
----------------------------------------------------....................---.INTERVIEW WITH PLEASURE PRINCIPLE

PLEASURE PRINCIPLE
is a fashion label founded in 2002 as a collaboration between New York based artists/designers Diva Pittala (Italian) & Adrian Cowen (British). The team also create art installations and sculpture under the acronym C.R.E.E.,P. and have previously produced the experimental designer collection People used to dream about the future.

The biggest influence on the collection comes from questioning the relevance and purpose of fashion today. This is a conceptual artistic approach to fashion design and is a continuous influence on their work. It is an influence from within rather from outside.

For FW10-11 Pleasure Principle continues with an architectural approach  to design, exploring the idea of reducing a pattern, sometimes literally to a square. By morphing a familiar garment into an abstact form they blur the gender lines to create apparel that can be considered unisex. This approach creates transformable pieces, clothes that can be worn in multiple ways giving the wearer freedom to interpret the style.

The collection is today represented by some of the world's most forward thinking retailers such as Seven New York, Luisa Via Roma, Corso Como Seoul, Harvey Nichols HK, Apartment Berlin,
H Lorezo HLNR Los Angeles, Nid Tokyo, ActuallyActually Singapore.

 





photographer: Francois Hugon
model: Nick Palmer




Could you tell us how Pleasure Principle come to be?

Post 9-11 We felt that we needed a change of pace - we decided to introduce a collection that would combine 'punk' or subversive aesthetic attitude with a way of dressing that was at once different and familiar. That is we took familiar garments ( typical NYC street style - the oversize XXXL white t-shirt) as a starting point and either deconstructed them into new forms , or made new garments from combining multiple items.

This method produced jersey items in particular that could be worn in different ways, with attached panels that can drape down, or be used to wrap about the body etc, it's amusing now to see these shapes copied in other collections when the person copying probably has no idea about the origins of these shapes.

Why did you decide to choose Pleasure Principle as your name?

As the graphic content of the prints for the first season was inspired by vintage bondage magazines that were traced and then rendered in 'home sweet home' embroidery, we thought the name went well with that - Pleasure Principle is a Freudian term meaning the drive to do whatever we please without restricting ourselves by any rules, neither our own nor society's .We have continued to explore underground media in our print work.

What motivated you to establish your first experimental designer collection People Used to Dream about the Future, and after Pleasure Principle?

First, with People... we wanted to explore the idea of a fashion company run by artists - producing a seasonal collection and having fashion shows during NYC fashion week, but re-imagining the idea of what a collection could be and what a fashion show could be. Perhaps with People... the shows were as important as the clothes. Then, with PP we wanted to focus very closely on the pattern - on reducing a pattern so a garment could be a simple, as minimal as possible, but somehow still become fashion, to create from this reduction a form that can still surprise

You don´t consider yourselves strictly as fashion designers, could you explain then your interest for fashion field?

Not that we are not strictly designers - Diva studied couture fashion in Rome for example, so she certainly has that background - we would say that we are not 'fashion people' in the caricature sense that so may people working in fashion become (or perhaps that is how they are drawn to fashion in the first place) so ideas such as elitism, luxury, glamour etc do not have to rule fashion design for us.
It is essentially a conservative field that is ripe for re-invention

What are you looking for with fashion?, What do you expect from it?

Ideas. Newness. Influence

You combine an artistic activity with your fashion label, how do you combine your interests with the operation of the fashion industry and your own artistic approach?

As well as the PP label we have published a magazine 'Dickbreath' and have created sculpture performance and installation under the acronym C.R.E.E.,P. It is quite hard to keep up all the activities and as fashion is the most cyclical and demanding in terms of seasons and deadlines it has to come first.

From a cross-disciplinary vision, creative thought is the most relevant and unique question behind all type of creation, How do you make the distintion between your artistic discourse in your several activities?

The discourse remains the same, but the structure is provided by the different disciplines be it fashion design, sculpture or publishing....

Androgynous, masculine, feminine...the question is the category, what do you try to communicate with two collections (men and women)?, What is the differences between them and why two collections and not one for both sexes?

The core of the collection could be considered unisex - this comes from the reductive approach to pattern making rather than from any kind of agenda.

Is there any particular type of person who wears your pieces?

"Pleasure Principle is for everyone."

What do you think about the famous phrase "Fashion changes but Style remains"?

Very true. But as we said we are more about bringing out Design - which hopefully will become classic - and less about Fashion in the sense of the transient trend

What do you most dislike about our current culture? And about contemporary fashion scene?

The insecurity that makes people become homogenous. Lack of imagination, and lack of courage.

Finally, what is your principle pleasure?

We party like mad in NYC! but really the greatest pleasure is the realization of an idea into an actual 'thing' that is then dispersed into the lives of others.








More Info: http://www.pleasureprinciple.org

 
"it's amusing now to see these shapes copied in other collections when the person copying probably has no idea about the origins of these shapes."
 
 

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