PREFORMA
DAME Fall / Winter 2024
DAME F/W 2024 is the collection of PREFORMA, an independent clothing brand.
Aura Studio handled the art direction, video and photo campaign, post production and editing.
Sinuous lines, desaturated colours, light and shadow.
The concept
The Ivory Tower is understood as a place of spiritual retreat, within which the wise person withdraws from life and from others.
On an architectural level, this tower is for Preforma identified in the Chapel of Notre-Dame Du Haut in Ronchamp, designed by Le Corbusier in 1955.
The collection investigates the concept of the intelligibility of clothing, understood as a shell capable of generating certainty and vulnerability at the same time.
The show
Attraverso uno spazio spoglio, fasci di luce, e suoni via via più incalzanti, Preforma presenta Dame FW 2024 al pubblico.
Through a bare space, beams of light, and gradually increasing sounds, Preforma presents Dame FW 2024 to the audience.
✸ Art Direction & Videography: Francesca Condo
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Digital Photography: Alisa Lutchenkova
✸ Post production & Editing: Aura Studio
✸ Styling & Assistant: Melanie Jane Bassich
✸ Mua: Royal Accademy Of Makeup
✸ Music: Paolo Peyron
✸ Talents: Anderson Caetano, Laura Jiang