From editorials to runways and concept store displays, set design has always played an important role in fashion’s story-telling. Visionary photographer Tim Walker’s fairy-tale editorials are a case in point, and when it comes to catwalks, Karl Lagerfeld takes no half measures with Chanel’s monumental milieus – airport, supermarché and 265-tonne iceberg, to name a few. Emerging designers, including Dazed 100 stars Grace Wales Bonner, Claire Barrow and Faustine Steinmetz, have harnessed the power of set design too – employing the skills of feted set designers like Janina Pedan, Thomas Petherick and Clementine Keith-Roach.
Another designer to tap the talent of London’s 3-D storytellers is Sharjah-born, London-based Khalid Al Qasimi. Having re-launched his eponymous menswear brand last season, Qasimi has collaborated with set designer extraordinaire Gary Card to showcase his SS16 collection in a bespoke setting at Chelsea’s concept store, The Shop at Bluebird (with a launch event on Thursday). It’s little surprise that he enlisted Card for the job – known for his wildly imaginative creations, he’s collaborated across the board with the likes of Dazed, AnOther, Nick Knight, Comme des Garçons and Louis Vuitton.
For the retail showcase of Qasimi SS16, Card’s design was “initially inspired by minimalist architecture”, incorporating “materials chosen to reflect a war-torn landscape of concrete, sand and steel”, says Qasimi, whose collection has strong military and political influences. “I wanted a mobile structure that could house the collection, an architectural piece of furniture that was deconstructed and highlighted the main topics of the collection”. Head down to Bluebird tomorrow to see how their vision has materialised.
QASIMI SS16 launches Thursday, March 3 at The Shop at Bluebird 6-8pm
