Project "The Call of Fashion" came into being as a result of collaboration between artists, fashion designers, popular stores and boutiques
Project "The Call of Fashion" came into being as a result of collaboration between artists, fashion designers, popular stores and boutiques. Artists have designed store windows especially for them, proving that, instead of acting as an obtrusive tool to coerce consumers into buying the product, the commercial can be a work of art.
It is commonplace in cities like Paris, London or New York to have store windows arranged by artists. Not only do they decorate the city, but they also surprise passers-by with their ingenuity and encourage them to step inside. In Warsaw, an otherwise quickly developing city, there is still a nostalgic memory of displays arranged by the window-dressers of Domy Centrum (Central Department Store) or Moda Polska (Polish Fashion).
The creators of"The Call of Fashion" action want to make people remember this tradition and expect that the collaboration between visual artists and designers will produce “trendy works of art”. However, there is more to it than that. The exhibition poses a specific commercial task for Polish artists, who rarely confront national fashion and advertising. This time, their goal is to create a piece of art which will not only captivate people and entice them to shop, but also make the city a prettier place. The project will be carried out in Warsaw’s main shopping area which is the southern down-town. Artistic store windows will also be present along Marszałkowska Street, which used to be the capital’s shopping center, in the Prague precinct, which is becoming increasingly important in the world of fashion, and in the Museum of Modern Art.
Sławek Belina, New Roman, Marzena Nowak, Paulina Ołowska, Agnieszka Polska, Karol Radziszewski, Anna Zaradny
Gosia Baczyńska, Ania Kuczyńska, Jakub Pieczarkowski, Maciej Zaremba
Popular Store and partner
text: Museum of Modern Art