Njal Launches Fashion Week Video

NJAL Projects
  • Material Boy - Spring Summer 2008
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6 May 2011

Njal Launches Fashion Week Video

NOT JUST A LABEL joined forces with video artist Richard Warwick to create this season's short film, which was presented during London Fashion Week.

The video reflects 11 upcoming designers that have been carefully selected by NJAL and Richard Warwick. To celebrate the opening of the new Fouberts Place Twosee store, owner/operator Anthony Stephinson has commissioned 40 key industry figure's films on the theme of “interior.” The videos were shown through a window installation during the evenings of Fashion Week and a private view of the short films will be held at Twentyfour London.

Richard Warwick approached making the video with the concept of the 'internal' as a starting point. Coming from a Fine Art background, some of his interests during his degree course were in fact about people’s perceptions of internal and external space.

Richard says: “I had a good look through the designer’s images first and foremost to find a visual way to reflect the idea of 'internal space'. Possibly through the models' poses or clothing they might be wearing.”


One of his favourite past-times is reading about astronomy and the latest theories in physics. He tells us that he had recently watched a video lecture by Nassim Haramein on 'The Fundamental Structure of Space.' Nassim’s theory suggests that space can be infinite, and at the same time have a finite boundary. That outer space is finite, but 'internal space' is infinite. For example, if the universe is seen as a sphere, then it has a shell (a boundary), but that sphere contains other smaller spheres which contain even smaller spheres and so on to infinity. These pattern like structures, or 'fractals' are found in nature everywhere and are regarded as Sacred Geometry.

Could this be applied to the human body and mind also? Is the body our shell and does our 'internal' (the mind) have the potential for infinite possibilities and ideas?

With all this in my mind, Richard then browsed Google images and other sources for examples of fractal geometry, and found some very decorative shapes and beautiful patterns. “I find this fascinating that these were not created by man, but created by nature and the laws of geometry alone.” he says.

Richard emulated these patterns and geometries into his overall style of the video and focused on designers who had their own concerns with geometry, symmetry and pattern; In particular, the designers Cut It Out, and Belle Sauvage. (Who both literally use symmetry and sacred geometric shapes on their prints.)

“I intentionally used a lot of contrasting white and black. One, to highlight the colours of the clothing better, and two, to reflect the concept of space in terms of 'white' being the blank canvas, the idea of infinite possibility - black being the opposite, the void, the emptiness and the vacuum of space.”


Richard said he wanted the viewer to feel like they were passing through an internal space, the space of ideas, or of the designer's mind itself. Moving through their space, witnessing their creations, then zooming into the very fabric of it, into yet another space while forever getting deeper and deeper.

Designers featured in the film:

CUT IT OUT, New York, JANE PAIN, Buenos Aires, ADDDRESS, Berlin, MJÖLK, London, MATERIAL BOY, Melbourne, ALEX CEBALL, Barcelona, RAD HOURANI, New York, BELLE SAUVAGE, London, AYUMI HIRAKIDA, London, HOYAN, London, CHRISTINA BERGER, Vienna.



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