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Undressing the Mannequin
I’d never thought that much about mannequins, those lifeless model wannabes, posing in store windows and inviting us to buy outfits inside. They can be a little spooky, especially if naked and missing limbs, piled in the back of a dressing room, in mannequin purgatory or awaiting the next season’s looks.
Then I got an assignment to write the copy for a Ralph Pucci installation at Joe Fresh’s ultra cool flagship store at 510 Fifth Avenue in New York and saw how archaic my viewpoint on mannequins is. Let me plagiarize myself, with the overview of the exhibit that launched on Fashion’s Night Out last week:
In an era when models went from clothes hangers to supermodels, designer Ralph Pucci transformed the mannequin from clotheshorse to art form. In collaboration with artists, designers, and models (Patrick Naggar, Ruben Toledo, Anna Sui, Veruschka, Christy Turlington…), Pucci gave mannequins character, verve, and versatility, changing the way fashion is displayed and viewed. As a brand that values art and innovation, Joe Fresh is thrilled to share this exclusive installation in our New York flagship store.Â
“The range of work that Ralph Pucci has created is so impressive, and the design flare he has brought to mannequins is brilliant,” says Joe Mimran, Creative Director of Joe Fresh. “I have known Ralph for many years and when I saw these amazing mannequins, they reminded me of works of art. I knew we had to find a way to show them to the public in our Joe Fresh runway clothes.”
“BIrdie,” by Ruben Toledo
Patrick Naggar Mannequin
That’s exactly what Joe Mimran did, featuring 18 of Ralph Pucci’s immortal models, posing in looks from the Spring 2013 collection in Joe Fresh’s huge midtown store. While they don’t offer autographs, I think “Birdie” and crew are as striking as any of the live models strutting the catwalks over at Lincoln Center.
Writer Robin Grearson, posing with “Veruschka”
Visit the store this month to see these gorgeous creatures. AND definitely watch this video I took of the fascinating presentation shown on the giant video wall at the entrance on Fashion’s Night Out. I’m just responsible for the text; shout out to the talented people at Joe Fresh who did the rest!
