Luxury online retailer THE OUTNET.COM and Ground Floor Project present the third and final instalment of the art initiative Posturing,with the launch of a luxury book examining the relationship between the body andclothing,bringing this global activation to a close.
The art project commissioned by THE OUTNET saw founders of the Ground Floor Project Holly Hay and Shonagh Marshall develop the bespoke term ‘Posturing’ to define a particular movement within contemporaryfashion photography in relation to pose.Aiming to document a move away from sexualized, glamourous representations of the body,Posturing creates a new visual language around the conversation of posture and form.
The book, released from April 11th features all of the photographic images from the London launch exhibition by talent who fully embody the Posturing movement.This specific imagery is rearranged in book form byway of a visual essay laid out by Holly Hay,and sits alongside interviews by Shonagh Marshall. These includesome of the Posturing movement’s most vital voices and features photographers Joyce NG,Marton Perlak,i Brianna Capozzi and Charlie Engman alongside creatives Georgina Pragnell and Emma Wyman. The bookexamines their attitudes, approaches and working practices in relation to the body, pose and its relationship with a garment.
The hardcover book follows the success of Posturing: Photographing the Body in Fashion, which kick started the project in London, November 2017. The static exhibition featured contemporary fashion editorialimages from the past seven years and included the works of Coco Capitan, Charlotte Wales, Charlie Engman and Tyrone LeBon to name but a few.Presenting images from 2010 to 2017,the exhibition charted amovement in which the body is captured in extraordinary gestures and poses, tracing a new aesthetic in fashion photography that originated in 2010 and continues to develop today.
The second instalment saw the launch of Posturing:Filming the Body in Fashion with a short film directed and produced by the internationally renowned artist Coco Capitan debuted during Art Basel Miami,2017. Thefilmed portrayed an exploration on the difficulties that physical barriers impose on human aspirations, presenting very different questions and topics of investigation around the attitude of Posturing.
Across these different mediums, whether in the form of an exhibition, film or book, the Posturing message is always the same. The result speaks to a dynamic set of change makers, each with their own particular creativeaesthetic, all with the same approach to pose, allowing its relationship with clothing to create its own story.
The Posturing book is published by Self Publish, Be Happy, an organization dedicated to shaping contemporary photography and visual culture through publishing, online and off line events and educationprogrammes.
With curation sitting at the heart of THE OUTNET’s DNA, the brand enjoys celebrating the clear synergies between the worlds of fashion and art, collaborating with culture collectives and foundations. THE OUTNET hasrecently partnered with Para Site during Art BaselHong Kong, the Young Artist Initiative and the Tappan Collective at Art Basel Miami, and Somerset House in London for the Hair by Sam McKnight exhibition curated byShonagh Marshall.
The Ground Floor Project is a newly launched unique initiative that curates exhibitions, commissions artwork and writes books that explore fashion through a completely visionary and contemporary lens.
We are thrilled to launch the third instalment of the Posturing global project.It’s been an exciting journey and partnership, which saw THE OUTNET launch its first photograph y exhibition in London and short film in Miami.The talent involved within the project has been phenomenal. I hope the book will allow our gol bal customer to truly experience the initiative and join the conversation around the ‘Posturing’ term that T H E OUT NET andGround Floor Project has created.
Andres Sosa, EVP Sales, Marketing & Creative.
As the final instalment of Posturing, the book documents not only the imagery which defines the movement but the opinions of the people so integral to creating these images.Captur ing these voices not onlyoffers an insight into process but prompts what the future of fashion image-making may hold. The intention of the Posturing project was to create a conversation around fashion photography now and we reaJJy hope that the book wiJJ have lasting place within the cultural landscape.
Holly Hay & Shonagh HarshaII, Founders of Ground Floor Project.
