The AW14 collection is titled ‘As Seen On Screen', a reference to consumers’ bombardment by the commercial world and the resulting disconnection from open-mindedness, our critical eye and creativity as a culture.
A recurring theme of gold is reminiscent of the biblical story of the worship of the Golden Calf, and therefore literally highlights the theme of wealth and materialism over integrity within creativity. The silhouette reflects the notion of how through commercial bombardments we have become subconsciously complacent about how we choose to express ourselves as women particularly. Thus the shapes are reminiscent of the ‘Burka’, a modern symbol that immediately raises debate within the western world as to choice and expression of identity. The ironically obvious and literal references leave no excuse for us to become content with ignoring these issues within the self image industries. The jewellery also refers to the idea that the entertainment and media industry has an increasing moral influence over today’s culture. Thus the collar and cuff like necklaces, bracelets and rings were taken from references to the Japanese Sci-fi thriller 'Battle Royale'.
The context of the presentation of the collection lay within an immersive experience. An atmospheric film made in collaboration with Ish Sahotay, Jake Whitelocke (Video Artists) and Robert Walker (Graphic Artist) was juxtaposed with a live ‘selfie’ uploads during the show, to create a narrative based on themes of self-perception in relation to the persuasions of the media, social networking and the fashion industry. The film was shot in the woods deliberately as a satirical take on the fashion film, reflected in the set designed by David White at Streeters, further highlighting the different dimensions of the real and the perceived. Models at the T.EDWARDS AW14 Presentation carried i-Phones (specifically vacuum-sealed in gold casing, to tie in with the aesthetic of the show) with which they took ‘selfies’ at the end of the catwalk. The performance explicitly addressed an increasing complacency towards our narcissistic culture, within which the media persuades us of what is ‘acceptable’ or ‘fashionable’ in terms of our own perceived self-image.