DIGITARIA A/W 2011/12 | MIND OVER MATTER |
Mind Over Matter is the outcome of a creative procedure based on the idea of exchanging ideas and combining fashion & art in an alternative way. The collection was presented through a subversive performance based on the concept of the false illusion we have as observers that we are part of reality.
Cocoon structured installations in which the characters/objects live will try to convert the metaphorical expression of time distance that separate our reality from the world. The characters/objects communicate with a variety of ways, such as whispers and turn the installations into living entities. The viewer navigates through the entities.
The project was received by the fashion and art world with great admiration for the innovative concept and the smooth combining of the fashion and art elements. Mind Over Matter was recognized as a stimulating collection & acknowledged for its distinctive designs that stated the constant evolution of the label. The video created for the project will be presented at the ASVOFF film festival 2011 at the Centre Pompidou.
Eleftheria Arapoglou studied Fashion Design at Surrey Institute of Art & Design in London, UK. Close behind her graduation in 2001, she returned to Greece having already plans for creating her own label. For the following 3 years she worked as fashion editor in the leading independent fashion magazine OZON, in Greece. At the same time she worked for the ‘Trash Art’ Festival as the curator of the fashion program, shows and exhibition. In 2004 she launched LACQNE an avant-garde women’s label, presenting her first collection with the title “Dreaming being Drunk”. The subsequent five collections were followed by recognition. The label presented itself to an international audience by showing in the alternative fashion fairs ‘+46’ in Stockholm and ‘Ideal Showroom’ in Berlin. In 2008 Eleftheria Arapoglou launched DIGITARIA, a clothing brand that offers contemporary men and women’s wear. The first collection was carried in London and received wide recognition by the media In March 2010 DIGITARIA was invited as the main participant at the 4FASHIONSHAKE (www.4fashionshake.com) international fashion event that took place at the MICHAEL CACOYANNIS Foundation (www.mcf.gr). The catwalk-show presented there has been a great success and since then DIGITARIA is almost notorious for its avant-garde shows always attracting the country's leading fashion and art scene. Since then she has presented her S/S 2011 collection named “Ashes to Ashes” and during 4FASHIONSHAKE DAYS 2011, she presented her A/W 2011/12 collection titled | MIND OVER MATTER | through a subversive art project curated by visual and performing artist HOPE, in the art space KUNSTHALLE ATHENA (www.kunsthalleathena.org). The atmospheric presentation of the collection attracted the attention of the fashion as well as the art world as an exceptional combination of fashion and art This lead to a proposal from the ATOPOS Contemporary Visual Center (www.atopos.gr) to participate in the exhibition “Monsters in Fashion” that will will explore Contemporary Character design and will be presented at the Benaki Museum of Athens (www.benaki.gr) iin the Summer of 2011, among other upcoming and established designers.
www.digitaria.gr contact press@digitaria.gr photos. Yiorgos Mavropoulos Marios Kalamaris