The MA in Fashion Studies of The New School Parsons Paris present Localité Koché, a student project created in collaboration with the Paris-based brand Koché (http://www.koche.fr/).
During the Fall 2018, the second year students of the Master explored issues of branding, image-making and promotion in connection to fashion retailing, working closely with the founder and designer Christelle Kocher and event director Julien Lacroix.
Led by the artist Justin Morin, students were asked to imagine what could be the first commercial space dedicated to Koché, according to the brand’s imaginary and aesthetics. Founded in 2015, Koché works on a crossroad of couture know-how, streetwear attitude and youth culture. This philosophy was analysed by the MA students and translated into a contemporary approach to brand identity and retail experiences. All projects were produced under the guidance of fashion journalist and critic Tiffany Godoy, photographer Olle Bengtsson and art director Michael Thorsby.
Localité Koché presents the results of this process, showcasing two window installations by the students Philippa Nesbitt and Angelene Suet Fong. The title of the installations evokes the idea of community proposed by Koché, the meanings of the ‘local’ in the contemporary global context and the importance to rethink the spaces and modalities of global fashion retailing. Each student's display proposes a Koché atmosphere, disrupting stereotypical imaginaries of Paris and displacing its retail geographies.
The two projects will be showcased at The New School Parsons Paris exhibition space (45, Rue St Roch 2019) during Paris Fashion Week until March 7th.
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