Here follows some updates regarding sound, music and the world we live in. Having trouble reading this e-mail? View it as a web page.

January 2015 Issue

Few relationships seem as obvious as the one between music and fashion. Other than having a physical affect on us by making us want to strut, jump and dance around, music also has a big impact on how we interact with others, how we choose to showcase ourselves and highlight what is imporant to us. Quite obviously, this includes the way we dress.

"Everything I learned about getting dressed, I learned from pop music", Lauren Leverne recently posted in the Guardian. Most of us can probably relate to this, remembering the big influence pop stars and music idols has had on our outfit picking (especially back in the days). Knowing this, working with sound in a strategic way should be a natural part when working with fashion brands in any way. Right?

In this news letter our CEO Anna Kind will share some words with you. But first, our favourite sound topics right now!

SOUND TOPICS OF THE MONTH

Click the pictures to read more.

Pitti Uomo

Radja created sound atmospheres for Pitti Uomo 87°

Earlier this month no. 87 of Pitti Uomo took place in Florence, Italy. Being one of the world’s most important platforms for men’s fashion we were happy to work with this amazing event. For the special exhibition the Swedish Spot, we were asked to use sound to enhance the experience of the ancient, introvert, mysterious Nordic nature interacting with the sophisticated, reserved and melancholic composure of the Swedes. Read more about our dark concept on our blog. >>>

Lenert & Sander for COS

The sound of COS - recreated with plungers, salt, and umbrellas

We always pay attention to what clothing looks like, but what about how it sounds? To create a soundtrack for the autumn 2014 lookbook of the high-end H&M brand COS, Dutch artists Lenert & Sander recreated the typical clothing sounds like the zips of zippers, the clacks of heels, the pops of collars, and the jingles of keys. Instead of using the clothing itself they rub oven mitts, crackle salt, open umbrellas, and pop plungers, in this mesmerizing short film.>>>

Teen Vogue

The soundtrack of New York Fashion Week 14/15

There's a natural link between the worlds of fashion and music. Just by taking a walk in a trendy neighborhood in a city it is easy to notice the relationship between the music we listen to and the clothes we wear, and the importance of it. Runway shows are not different, and the right soundtrack is crucial to set the scene. Many designers use DJs to make exclusive mixes tailored to their collections. TeenVogue put together a playlist of the coolest songs from the runway at NYFW 14/15, listen to it here!>>>

SHOWstudio

The Sound of Clothes: Anechoic chamber

Anechoic is a project by SHOWstudio from 2006 where sound instead of visuals was used to interpret the essence of key garments from the collections by leading fashion brands. By taking the clothing into an anechoic chamber, a room designed to completely absorb reflections of sound, they record the literal sound of the garments. The real sound of feathers, glass crystals, nylon, leather, velvet, and metallic chains all get recorded in this unique audio environment, all put together into 11 short films. >>>

Fashion forward - how does it sound?

The year is 1993. Whitney Houston's "I Will Always Love You" is number one on the charts. Supermodel Linda Evangelista cries out "We don’t wake up for less than $ 10,000 a day." Naomi Campbell stumbles in Vivienne Westwoods platform-heeled Super Elevated Gillie shoes - fashion history in the making.

There are lots of known moments in the world of fashion. Most recently, John Galliano's controversial comeback for Maison Margiela. That Shirley Basseys "Hey Big Spender" launched the exclusive runway show is probably something not too many remembers...

There is no exact answer to what music is "supposed" to do on a fashion show, more than making the overall vision clearer. When stylist.uk.com compile a playlist of this year's fashion week in London they present golden oldies like Donna Summer, Depeche Mode, Iggy Pop, Roxy Music, The Smiths, U2 and Coldplay. Vogue has also listed the music played on the catwalk during Menswear Fashion Week in London: Moschino selected Moby, James Long was accompanied by Crystal Waters (”la da dee, la dee da…” remember?) . But even David Bowie and The Sweets were some obvious favorites.

An industry whose mission is to predict the future, that specifies which style will prevail and set the agenda for what is modern long before the garments are put on the shelves, often choose the familiar and old to convey their ideas. Few uses music as an opportunity to convey the creative idea and reflect the inspiration. Swedish ALTEWAISAOME is one of few exceptions. Their A/W14 collection was inspired by abstract art and Alexander Calder's kinetic sculptures, and they let the music on the catwalk reflect this.

- We wanted to explore how it would sound and feel if the music could take us into Calders workshop where his art was created... Crash! Boom! Bang! explaines Natalia Altewai to fashion magazine Bon. They searched distinctive sounds that could be heard while Calder created. These were combined with a beat and completely new produced music.

I look forward to the day when Burberry ask a sound designer to interpret their classic grid pattern. When Louis Vuitton hires Senri Kawaguchi to rip on a drum set of suitcases. And the day Gucci samples beats of a bridle together with completely newly produced music.

Best regards,
Anna Kind, CEO
anna@radja.se

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