Friction / Parade 1999 - in collaboration with The Experimental Jetset, January 1999

This collection, the one that Alix Browne is referring to in her text on Keupr/van Bentm in 'Visionaire's FASHION 2001' (see post below and on the 'texts'-page) was never executed. The show intentionally never took place. Friction/Parade 1999 only existed as a little booklet and in imagination. And exactly that was the point.

The show location was picked out of a Paris telephone directory, the show date was set to coincide with the Paris Haute Couture Week in january 1999. It was made sure however that guests only got their invitation (= the booklet) a day after this date so nobody would be tempted to actually show up, because it was by no means a practical joke. It was a conceptual collection in the most literally sense; it allowed us to do the impossible.

The booklet was the invitation and the show in one. The text can be read as a surreal poem, using clichés  from the fashion world in general and fashion shows in particular. The basic story consists of 2 time lines, both starting at 5.00pm/17.00h, the official starting time of the show as given on the invitation.

The story line printed in black, follows the hour of the (imaginary) show in chronologic intervals. The story line printed in grey however, counts backwards and gives impressions of the preparations on the day leading up to the show. On the last page are the titles and descriptions of the 13 runway looks.  

From the press release: " 'FRICTION/parade 1999' concentrates on experiment in form, technique and colour and is rather a statement about fashion than appearing to be fashion; (...) 'FRICTION/parade 1999' is about deconstructing the general opinion about design and introducing new ways of looking at fashion. "

For this project Keupr/van Bentm collaborated with graphic designers The Experimental Jetset from Amsterdam who took care of the lay out and design. Also the final texts were written in close collaboration with the Experimental Jetset. In nightly sessions, drafts were being faxed and emailed back and forth between the K/vB studio in Arnhem and the Jetset's office in Amsterdam.

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  cover, pages 2, 3

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 4-7

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 8-11

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 12-15

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 16-19

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 20-23

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  pages 24-27

Keupr/van Bentm in collaboration with the Experimental Jetset - 'Friction/ Parade 1999',  page 26 close up