In 1998, the Flanders Fashion Institute (FFI) launched the art/ fashion parcours to give people in Antwerp the opportunity to discover their new, home-grown talent and see the creative process behind fashion. Installations by a selection of designers are staged in shop windows throughout the city. As of 2007, the event alternately takes place in Ghent and Antwerp. And, as the 13th edition of Vitrine opens, it’s clear that the event is not just for fashionistas.

Slow Fashion is the theme this year, linking fashion to its current social and economic context. “We notice that the speed with which fashion seasons follow each other is a huge burden for designers,” explains Agnes Wené, project manager at FFI. “With this theme, we invite them to go back to the source. It’s a trend that pervades society: a longing for authenticity, sustainability and a reappraisal of the craft.”

Handbag and housewares designer Michaël Verheyden appreciates the challenge: “We’ve been trying for years to work on the border between fashion, design and art. The hectic rhythm of fashion is intriguing, but, on the other hand, we try to resist it. We strive for the timeless in our designs. The installation we created for Vitrine revolves around a candlestick with hand-made, slow-burning candles.” Verheyden collaborated with Belgian company Slowlight on his installation, in accordance with the FFI’s request to combine creative disciplines. Since last summer, the fashion institute became part of Flanders District of Creativity. “We believe in the strength of crossovers between different sectors,” explains Wené.

The message is partly delivered by this year’s curator: television writer and producer Tom Lenaerts. “We look for creative people who can inspire and influence us and the designers,” says Wené. “Last year, we worked with artist Jan Hoet. This year, we’d like to see fashion through the eyes of one of the most influential media creatives.” She adds that Lenaerts will not just give another perspective on fashion but will also speak to a different, and broader, audience.

Hard to please

“As soon as I knew what was expected of me, I was stoked to cooperate,” says Lenaerts. “It’s a privilege to be able to meet 25 of the fashion industry’s brightest talents.” The programme-maker was asked to listen to all of the participants’ ideas and offer advice. “Some ideas were perfectly developed, others were still in an embryonic stage,” he says. “I sat with the designers and talked with them, as a kind of ping-pong partner in the search for the best ideas. Everything starts with a good idea, but it’s how you realise it that’s most important.”

Lenaerts says that his collaboration proved to him that fashion and television “aren’t that far apart: both are about fighting for your idea and hard work – and never being too easily pleased.”

You’ll find an excited Lenaerts on the first day of the parcours inspecting the final results. “The Capara sisters made a dress from wax, which of course can be worn only once since it crumbles when you try to take it off. They made a video of this process and saved some of the pieces of the dress.” Lenaerts also loved the idea of Belgian tailor Café Costume to create a political campaign for a new figure head for the fashion industry: a sheep. “We missed an iconic image that unites us all and that draws attention to the essence of what we’re doing,” says Bruno Van Gils of Café Costume.

Shop windows for Vitrine were selected to allow spectators to discover not just the designers, but some unexpected places in the city as well. At each location is a map of the route, so you can start wherever you like. Technology lovers will be glad to know that each participant also gets a QR-code that can be scanned by your cell phone to download more information about the designers and their installations.

Vitrine 2010
5-26 June
Across Antwerp
www.ffi.be/vitrine-2010

Creativity Contest

To fully promote the concept of creativity this year, FFI invites everyone to customize their own version of the Vitrine 2010 poster, which can be downloaded at the Vitrine website. Email a picture or scan of your creation to vitrine.ffi@modenatie.com to win one of five design packages from FFI. The contest closes on 26 June, the last day of Vitrine.