Art direction for Am·lul brand

The different garments that make up a fashion collection are a faithful reflection of the references that have gone through the designer’s mind when conceiving them. However, some of these sources of inspiration are not directly reflected in the garment, so the designer is able to take advantage of the different formats of fashion presentation to represent them. The convergence of different artistic disciplines in these fashion presentation formats makes it possible to communicate the universe behind the collection in an enriching way that seeks to highlight the emotional component.

From its beginnings to the present day, both the phenomenon of fashion and the way of showing a collection have undergone great development due to social, cultural and economic causes. One of the most important of these, has been the continuous technological advances, which have meant a turning point in the democratisation of fashion and, with it, in the appearance of new ways of consuming it. Immediacy has become one of the most valuable needs, not only when purchasing a garment, but also in daily life in general. This speed which we live with causes us to put analysis and reflection to one side. The daily environment in which routines are carried out means that day-to-day scenarios take a back seat. Information overload and cognitive overload lead to a superficial interpretation of what we perceive. There is no time to stop and evaluate our surroundings. This culture based on the reward of the right now is also harmful to the environment.

For this project, a scenographic proposal is developed and takes a spiral staircase as its inspiration, which is not conditioned by passing trends and whose objective is to make the garments of a brand known. This proposal induces us to reflect on everyday spaces and on the actions that take place in them. The scenography is materialised in a fashion film and a lookbook, and the project also includes alternative uses to increase the useful life of the scenographic components.


Master's Thesis -  Master's Degree in Ephemeral Architecture.

Photographer: Paula Díaz
Art director: Ana Monforte
Styling: Ana Monforte
MUAH: Lucía Sierra and Sandra Cambra
Edit: Ana Monforte and Edu García
Music: Nicolas Jaar
Models: Carlota Rivero, Cris Bravo, Eduardo Argemi, Jiaying Li, Laura Campbell and Miriam Gil
Thanks to Am·lul and Memfarita

Click here to watch it