FreshEst showroom during London Fashion Week
Ministry of Creative Affairs is a fictitious establishment, an umbrella-narrative for a showcase of four Creative Ambassadors from Estonia. The showcase is part of International Fashion Showcase, a collaborative project launched by the British Council and British Fashion Council in 2012.
Between 15th - 19th February, 2013, the Ministry is taking over a renowned London arts venue, The Horse Hospital, transforming the space into a mythical immersive journey - a world that has its own breathing, inspired by the Nordic nature and unique aura. Using the contrast between the rigid structure of a Ministry as a façade for its living creative contents, the aim is to explore innovative ways of presenting Estonian emerging fashion through multidisciplinary means. Employing moving image, story-telling and set design, an audiovisual narrative introduces the viewer to the designers: Kadri Kruus (Leather Accessories), Kristina Viirpalu (Womenswear), Karl Annus (Wooden Spectacles) and Kristian Steinberg (Menswear).
Their stories are united through a fairy-tale-like fashion film, featuring designers products as characters in a dream-like scenario. Shot with -20 C in deep Estonian winter by fashion photographer Indrek Arula, the film also has an unique soundscape composed by drawing on visual film stills, translating the pixel sequences into electronic melodies. Estonian Showcase open daily between 15th - 19th Februray, 2013 Invitation-only private view on Thu, 14th February 18:00-21:00 Concept and experience designed by Helen Sirp (CSM MA Narrative Environments).
Estonian Showcase open daily between 15th - 19th Februray, 2013
Invitation-only private view on Thu, 14th February 18:00-21:00
Concept and experience designed by Helen Sirp (CSM MA Narrative Environments).