Delpozo Diary part five: Josep Font on location, decoration and preparation
One month after showcasing a unique Fall/Winter '17 collection at New York Fashion Week, Delpozo's Creative Director, Josep Font, shares exclusive insight into his creative process in part five of the Delpozo Diary. Here, Font discusses his thoughts on fashion and the digital era, how the location and presentation set-up helped tell the story of the collection, followed by decorative elements that complete the overall production. Read the fifth part of the Delpozo diary now...
"When I showed in Paris under my name, besides doing prêt-à-porter, I also did couture for four seasons. That experience was true training in craftsmanship. I think that is what I feel is the biggest difference between Paris and New York: Where I show now, it's the window to the world and I'm very happy. It also really welcomed Delpozo when it had just relaunched. I'm very thankful. I think New York as it doesn't have the history of Paris or even Milan, still feels fresh and people are still excited about fashion. It has a very positive beat.
"The digital revolution has had a very strong impact on the industry. I would say both positive – giving the opportunity to reach the entire world even if you are not established in a market nor represented with offices or stores – and negative – the calendar shift. I believe it has influenced the see-now-buy-now idea too. We as a brand are sticking to the traditional concept as our product requires handmade techniques and time. Our customer understands this.
"Additionally, what has really changed over the past 10 years, is basically due to the digital impact. Social media has given us access and, made public, ideas to an industry which before was only closed to buyers and press. This has made it accessible to everyone. At shows, you don't find only industry professionals such as editors, now we have to include both offline and online media (like Buro 24/7). Before it was only print, and buyers from department stores or multibrand boutiques, now there's online shopping platforms like Moda Operandi and Net-a-Porter. The seating allocations is also quite complicated especially when shows are small.
Now you need to accommodate for VIP clients, bloggers and influencers. Sometimes you even see designers from different fashion houses attending shows.
"Indeed, the idea of the show itself has changed a lot too. Still, I like to keep everything minimal and clean in order to focus the attention on the collection. I like to show at daytime so I can use natural light; and make the looks really pop as I love to experiment with colour. For the set up I usually go for white for the decor — I think it makes the perfect frame — this season I decided on huge white arches on the runway as the only element of decoration. There were six different sized arches, which created a tunnel effect for the models to walk through; they really looked like tridimensional frames. Thanks to my architectural studies, I was able to personally design this project.
"Another important element to complete the setup was the music: I love having live performances for the show, it adds a little bit more to the moment, it creates a magical and enchanting atmosphere. My team and I actually select, each season, a group who identifies most with the collection. Music can change the entire perception of the show. It's like the soundtrack of a movie, it highlights its beauty and helps to communicate its message. For this season we collaborated with an incredible band, Sō Percussion. They performed Paul Lansky's "Threads" with drums and xylophones. The beautiful crescendo of the harmony fit perfectly with the emotion I wanted to express. It was quite different from my past choices.
"To think, organise and prepare all of these details that complete the idea of the collection requires time: several months of hard work while at the same time I'm working on two other collections. So, last week when I showed FW17, I'm already half way through with Resort '18 and I've just bought the fabric selection for SS18. It never stops!"
Now, find out which Middle Eastern city is set to host Delpozo's new flagship store.
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