Your Room Your Dreams, Paco Rabanne FW 2021
Your Room Your Dreams is a book created to replace the fashion showcase of Paco Rabanne for Fall/Winter 2021. In these exceptional circumstances induced by the Covid crisis, the fashion industry had to rethink how to show their pieces once fashion events were severely restricted. Where some brands decided to utilize multimedia and made cinematic video showcases to broadcast on social media, and others organized events with a limited audience and augmented the experience with VR, Paco Rabanne chose to create a precious printed object, in order to bring back materiality in a period dominated by digital interactions.
Working closely with the label’s creative director Julien Dossena, the book was designed and art directed by Zak Group. The collection is a hymn to decadence: it shows a subversive bourgeois style in a domestic setting, where the different patterns of wallpapers and clothes interlace to create heave-cluttered images. The position Zak Group decided to adopt for the treatment of the photographs is to play on cinematography. That’s why the motion studies of Muybridge became the main inspiration for the book. The montage of photographs taken in a few seconds of time looks like stills from a movie of the 1950s, and the diffraction of some scenes sheds light on the multiplicity of viewpoints present in a movie.
The book is bound in olive cloth, and gold-embossed with Cardinal Fruit from Production Type. Cardinal was designed with the idea of a synthetic organism, a typographic equivalent of the android: put in relationship with the highly artificial setting for the photographs, the type reinforces the idea of a sophistication that becomes decadent by being pushed to its limits. The sans serif used on the spine and elsewhere is Paco Rabanne’s custom Paco Sans, designed in 2015 by Radim Peško for the new identity by Zak Group.
