SCHUELLER DE WAAL/ SDW Studio
Collaborative Cleaning Initiative
Haute Couture A/W 2019/20, Paris
‘Litter’ For Paris Haute Couture 2019/2020 the Dutch fashion design duo Schueller de Waal teams up with Pik Pik Environnement to present its first Collaborative Cleaning Initiative named ‘Litter’, supported by the city of Paris. On tuesday 2 July, on a public square, right in front of the town-hall of the 15th arrondissement, a group of 50 models, cool kids and volunteers started to clean the streets in an upbeat cleansing fashion performance. The models picked up trash from the streets, dressed head-to-toe in freshly made garments made from the studio’s leftover fabrics, deadstock and other remains from the fashion industry. The act of cleaning served as an inspiration for both the presentation as well as a design principle. With the performance, the initiators aim to make a powerful statement on the current state of the industry and inspire for change. ‘Litter’ is the next step for SDW in unfolding their story of ‘Fashion Therapy’. ‘Litter’ elevates ‘the act of cleaning’ by combining different elements into a collective cleaning session. Rather than changing a location to meet the needs of a fashion show, SDW Studio created an intervention that has a positive effect on the location. Collaborating with local NGO’s (PikPik Environnement, Green Bird Paris) educating about garbage separation and conscious living as part of city maintenance, and fashion professionals (stylists, fashion journalists etc.) supporting the mission, SDW Studio dressed a diverse group of people in an eclectic range of cleaning uniforms.
Driven by the idea of re-using previous collections and giving them a new context, the collection translates the concept of ‘Litter’ into re-purposing. SCHUELLER DE WAAL re-purposes their body of work into a range of one-size-fits-all and multifunctional cleaning uniforms through various re-purposing design principles.
The foundation of the collection is the repetition of a singular silhouette, a workwear inspired overall. The symbolic meaning of ‘rolling up your sleeves’ to work defines the look and feel of the collection. Through belting systems the uniforms can be worn in various ways, creating different looks or silhouettes within a singular style.