so+ba swiss made in japan


2009 / →

edwina hörl // mimi

«mimi» represents a variety of migration-themed words and ideas, such as mix and minority, as well as being the literal interpretation of the japanese word for «ear».
the global circulation of stylistic elements within fashion stands in opposition to codified indigenous fashion. this conflict is made apparent in the mimi collection - symbols of mobility and contemporaneity are mixed with traditional motifs. globalism, cultural networks, compulsory consumption, and the interchange between old and new are evaluated critically within earshot.

for the photo shoot, we erroneously placed the models into an assortment of alien surroundings. for example: the accouterments of a woman’s living room are inserted into public space in harajuku where passersby are forced to deal with this forced conflation of private life and public space. the woman was made to sit on her carpet in the middle of the street, creating an unsettling scene for passing japanese businesspeople who are locked into a rigidly codified social existence. another example: a man is photographed washing his laundry in a underground parking garage, his actions directly conflicting with normal socially acceptable behavior within that defined space. using these photos, a sealed stack of cards with accompanying texts and graphs analyzing social nomadic trends and foreign populations of the world was created.

art direction / so+ba
photography / toshiki senoue

edwina hörl


34/97

Next project: → zou-no-hana terrace opening exhibition

Previous project: ← zou-no-hana spectacle-ten exhibition

edwina hörl // mimi -
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edwina hörl // mimi -
edwina hörl // mimi -