For this part of the project the idea was explore the traditional advertisement campaign, to promote the upcoming AW2018 collection. By investigating the body and self-identify we wanted to raise questions about how advertisement influence thoughts on self-image and ideal beauty.

By questing and undressing three models we explored their bodies with the camera, resulting in three video portraits and two cropped photographies. The campaing was presented as an exhibition in the main gallery at Oslo National Academy of the Arts. With music compsed by the musical duo KJUKE, the exhibition explored the physical space in which the AW2018 showcase would take place.

The production and showcase of the AW2018 collection was done as part of the official Oslo Runway program. The visual design of the show was set up to separate the audience in three different groups, the main room, back room and outside the main gallery areas. Seeing the models move through different rooms the audience could follow the models through go-pro cameras connected to flatscreen televisions.
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«The collection examines classical menswear such as tailoring, streetwear, knitwear and sportswear. By looking at the needs within a wardrobe we attempt to create archetypal pieces. O—F—C seek to design clothes for a consistent, seasonless  way of buying clothes, and to see how form adopt in different textures. Garments are not reinvented, but rather idealized through an exploration of contemporary utilitarian functionalism.»

The artistic research behind the collection is looking at how the industrial revolution created ideals and set standards for the human body by creating a standard sizing system in order to produce affordable clothes. The shape of a garment relates to the shape of the body which makes all bodies ideal and garments inconsistent. This concept was also explored in the casting of the models for the show.

For this part of the project we interviewed the returning models from the show to hear their thoughts on the experience and to continue the conversation about ideal beauty, self-identity and consumer behavior. In the collaboration with director Kasper Häggström we used footage from the AW2018 show and restaged the event without the audience. Kasper Häggström truly captivates the beauty, strength and sensibility of the wearer and the clothes.  
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In a collaboration with Battery Black Edition we prepared to launch the entire collection at F5 Concept Store alongside a multi media showcase of the film by Kasper Häggström for O—F—C.

In collaboration with Battery Black Edition we launched the collection for sale at F5 Concept store in June 2018. For the event we invited to a live three-part DJ set and premier showcase of Kasper Häggström’s film for O—F—C.
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F5 Concept Store is a retail concept in Prinsens gate 6 in Oslo with focus on Norwegian design, founded in 2013.  All the brands they carry are Norwegian, or have a strong connection to Norway. O—F—C would like to thank F5 Concept Store for their generosity and hard work.