Tech-Art Fashion: Juan Carlos Obando Spring 2013

When we think of fashion week in NYC we have been conditioned to expect to see models gracing the runways in the newest collections by the designers, one after the other. This year I had the opportunity to lead Juan Carlos Obando’s RTW Spring 2013 collection. JC took a different approach in showcasing his collection. He was successful at merging Technology, Art & fashion and I must say it was a very innovative way to present the collection.First and foremost he chose the Park Avenue Armory, which if you have never had the opportunity to visit, I would recommend the next time you are in New York City to stop by and see this exquisite building.It has so much character and has a 55,000 square ft. performance hall reminiscent of 19^th century European train stations along with an array of period rooms. Victoria’s Secret Runway shows have been held in the performance hall a number of times. It was the perfect choice for JC’s Spring Collection.
















Here was the twist, JC choose to shoot his spring collection the day before the presentation. He chose model Heidi Mount, one dress at a time she walked the runway as the photographers captured the perfect image. As we spent the whole day shooting the clothes, L.A- based Freelance art director Sebastian Paul was creating the presentation for the next day. JC showed his collection on mannequins that were fixed with papier-mâché animal heads. 


I decided to return the next day to attend the presentation. When I arrived at the Park Street Armory, I was greeted and given an Ipad that was pre-loaded with the shots from the previous day of model Heidi Mount on the runway. As I walked through the gallery of abstract animals wearing the collection I was able to see the dress on the model on the Ipad. The collection feel was Chic savage. Bias-cut gowns with twist bodices and necklines in abstract flora and fauna prints, some covered in as many as 32,000 tiny Swarovski crystals. (And some with sleeves, which women are always complaining they cannot find in evening, wear.) Jackets and vests with deflated peplums. Blousy tops dusted in crystals (which never seemed to weigh down the collection. A very unique way of combining technology, art and fashion. Hence my new term Tech-art Fashion.
 Well done to JC, he definitely made an impression and has stepped out of the traditional humdrum of fashion week. I am looking forward to working with this designer again in February and anticipation how he will show his next collection.  The former graphic designer has combined his past life and his passion for art and design to create a collection that truly speaks to his brand. Remember that a brand is the commercial representation of you and your work in the marketplace. Does your brand make a statement? And if so what is it saying? How will you combine your inspiration and your work together to create your unique signature? 


Chiala Marvici xo