Alexander Fury: The everyday can be extraordinary in fashion
Miu Miu's winter poster-collection is the example that context is everything
As much as you curl your lip and try to be aloof, fashion sucks you in. I work in fashion because I love it, which is why I get a flush of excitement and itchy feet the moment that the trickle of autumn/winter collections into shops becomes a flood.
That’s getting earlier and earlier each season, hence the fact I was sweating in Miu Miu last week, clad in rose-tinted PVC and nylon.
That doesn’t sound like anything to get hot under the collar about – unless we’re talking literally (the temperature outside was in the early twenties, my armpits were sub-tropical).
10 magazine have shot an editorial for their autumn issue which ideally illustrates my point. It’s photographed by the artist Jeff Burton, whose most famous works focus on the banal suburban normality that frequently acts as the background to pornographic films. He captures Miu Miu reflected in car doors, or blurry in the middle-distance, images that end up looking distinctly… un-fashion. Plain, but interesting.
Read more: Older models on the runway - are we in the midst of a fashion revolution or a flash in the pan?
Which is the point of this collection. Walk into any Miu Miu shop and you’re struck by the ordinariness of the clothes. You’re also arrested by their juxtaposition against the lush interiors. There’s something jolting about the context. And context is everything in fashion.
Life & Style blogs
Kanye West's Yeezy Boost trainers: All you need to know ahead of the UK launch
How Stephen Hawking is still alive, defying ALS and the worst expectations
The black and blue dress: Makers considering a white and gold version
This is what it's like to be dead, according to a guy who died for a bit
Brit Awards 2015: Red carpet round up, from Paloma Faith to Ed Sheeran
- 1 The black and blue dress: Makers considering a white and gold version
- 2 Husband and wife die holding hands within hours of each other after 67 years of marriage
- 3 What color is The Dress, white and gold or blue and black? An eyewitness gives a definitive answer
- 4 The remarkable archaeological underwater discovery that could open up a new chapter in the study of European and British prehistory
- 5 Madonna claims jokes about her age tantamount to racism: 'No one would dare to say a degrading remark about being black'
salary equal to £40K pro-rata: Sauce Recruitment: Are you available to start a...
£35000 - £40000 per annum: Ashdown Group: Creative Front-End Developer - Claph...
£18000 - £24000 per annum: Recruitment Genius: The role in this successful eco...
£28000 - £30000 per annum: Ashdown Group: QA Tester - London - £30,000 QA Tes...