Real Fantasies FW 2011

In a move to counter the hegemony of digitised production, AMO’s look book for the Prada Fall-Winter 2011 collection is conceived as an essay in handcraftsmanship.

The topics of the collection - home, interiors, and intimate perceptual spaces - are graphically represented not through computer-generated graphics, but rather a dialogue between fashion photography and the art of collage.

Artworks have been cut and assembled into miniature paper theatres: a handmade interior scenography.

Characters move collectively or alone through a sequence of diverse rooms - from abstract and transcendental, to intimate and realistic - silently engaging with shadows, unexpected materials, wall patterns, floating skies or frames leading to other indeterminate spaces.

The handmade effect of the imagery echoes the inherently haptic nature of the fashion it portrays.

Director
James Lima

Production / Art Direction
AMO / Ippolito Pestellini Laparelli, Fausto Fantinuoli

Artwork
Jeroen Koolhaas, Lok Jansen

Photography
Phil Meech

Executive producer
Max Brun HI! Production

Edited by
Brian Vincent Durkin

Music
Frédéric Sanchez

Producer
Cathy Gallagher

Animation
Hitoshi Inoue