Basic thoughts on art direction in fashion

Art direction for me means the total control of what appears on the theater of the page. In what form, shape or color will elements enliven the screen or monitor. The most important aspect of fashion is emotion, so creating a unique atmosphere on location is the key ingredient of an outstanding recipe for visual uniqueness in terms of authentic originality. Let the graphics interplay with the concept of the shoot. Let models find their moods, let make-up and hair combine and enhance it. Do you want a dark image or a bright lit one and what impact may that design decision have on the spectator? The play with the deviation from expected norms is achieved by surprising compositional arrangements on the page, screen or monitor. What makes this interplay of analog or digital visuals so exciting is the adventure of the experiment. I am an extemporiser working with line, color and texture drawings. To make fashion visuals even more striking, I have my personal perception as a guide for invention. Gestalt, shadows, shape line and fragile silhouettes fascinate because the female form is inherently seducing the eyes of spectators. Transforming the usual perception with the metamorphoses of Gestalt principles ground the visual experiment in individual human perception processes. This is the result of creation when new forms evolve out of old. Courage is what you need to break the rules, but without risk visuals stay bland. Make it bold! Make it colorful or do the opposite: drain the color out of the image. But in any case stay true to your instincts. If you trust your taste people will notice it and will follow your personal vision as an art director. Peer Hunsicker 2017