The first show ever to actually surprise me conceptually was Swedish Hasbeens show yesterday morning.
Usually an attempt at changing the standard runway can become very pastiche, but this was genius. Instead of models they had gymnasts in minimalist classic gymnast outfits (read “Mother Russia”). Remember that this is a show for shoes… FOR SHOES! Even better; updated clogs and boots.
Instead of a runway, it became a show. A happening. An installation. A piece of art.
For a company with an expanding range of products yet a limited scope the show acts as a statement, saying that they are a force to be reckoned with. The courage to stand out, have an off-site show and more importantly; use people, and non-models at that, for a show about shoes? That is impressive.
Impressive indeed. Breaking through the clutter is no easy feat.