http://thelab-berlin.com

Gold Dust - Michael Sontag
... reflections on his process.

This project consisting of both still-images and video, was published in QVEST Magazine's 50th. Anniversary issue.
The project is an attempt to tell the story about fashion designer Michael Sontag's relationship to his craft, his fabrics and his process of draping his fabrics directly on a model without any sketching or drawing...

A QR code, linking the magazine reader to an on-line video, was integrated into the layout, letting the reader instantly view a video on their smartphone, effectively layering different media (print/on-line video) on top of each other for a rich reading/viewing experience.

"Fashion designer Michael Sontag doesn't sketch, draw or otherwise put his ideas down on paper before getting to work on his designs. Instead he intuitively and very much hands-on starts draping the fabric directly on the model like a sculptor working with steel, glass or stone.

It's his hands that are doing the work, directly manipulating the raw materials. The shapes are born directly from underneath his hands moving over a body and I imagine that it's this approach that leads to the fluidity, intimacy and movement of his pieces.

Looking through his past collection I'm struck by the undeniable singularity and focus of his vision. It's an understated and quietly luxurious woman, always in movement where the colors and textures always are at the forefront."