Fashion Communication and Promotion students Dean Hoy and Reece Owen collaborated with BA Fashion Print graduate Liam Johnson to make a film featuring his graduate collection. This is the second part to their teleshopping series. You can watch part 1 here.
Tell us about the teleshopping concept for the video.
We wanted to give Liam’s ‘Ballsy’ collection a new context and emphasise the unpracticality of the collection through stereotypical pop culture media outlets. The first video focuses on the fashion industry’s desperation to sell, and makes a mockery of the ‘see now buy now’ system a lot of designers are beginning to adopt, which is basically offering a teleshopping experience, which we feel takes away the anticipation and excitement for the collections. Following on from the first R+D ’teleshopping channel’ the second instalment of the collaboration involves fictional celebrity ‘Topaz Johnson’ using her status to sell the ‘practical’ and ‘figure-hugging’ collection by Liam Johnson. The talk show interview-turned-performance mocks celebrity endorsement and the ever-expanding fanbase culture, which has intertwined itself within the fashion industry.
How did you end up working with Liam Johnson for this video?
We ended up working with Liam after we saw his graduate collection at the Central Saint Martins BA show. Once the first look came out, we knew we had to work with him. So we just got in contact through Instagram and our collaborations just grew from there.
What else are you working on at the moment?
We are in the middle of working on a performance piece with designer Charles Jeffrey and Somerset House, which has been a really fun experience and we are excited to see the end product.
Did you also graduate this year?
No! We have both actually just started year 2 Fashion Communication at CSM, so it can be difficult to juggle college and outside work; it helps that there’s two of us!
What is your plan for the future? What do you want to contribute to the fashion industry?
Well we want to continue as R+D in the future, as two is better than one! We have actually known each other for nearly 10 years now and we connect so well together, it just works! We want to bring fashion imagery back to when it was exciting, humorous and actually creative rather than the boring photography that a lot of people pine over today.