“Cottontail Caper” Spring/Summer 2010 Campaign by aMUSE
Gamine and whimsical, Amuse is fashion concept centralized on a theme every season. Immerse in a world of surrealism and fantasy, where you can give flight to your imagination. This Season, Cottontail Caper presents you with soft shapes and flouncy silhouettes.
Pure silk and soft netting are enhanced by intriguing draping and pleating to inject volume and increase the overall texture of the dresses. The frolicsome side of the cottontail (rabbit) is explored through the expressive use of polka dots and the smattering of vibrant colours. Each and every piece is personally hand-crafted with superior workmanship and a delicate, detailed finish. The sheer and silky flow of the creations will tantalise the senses, whilst encasing the female form with a playful allure.
The Team
Photography / May Lin Le Goff
Creative and Fashion Direction / Ashburn Eng
Fashion Designer / aMUSE by Jennifer Li
Model / Taisiya P (Upfront Models)
Makeup / Larry Yeo using Shu Uemura
Text / Luth Seah Zhiqiang
Hairstylist / Chris Ruth
Styling Assistance / Shanna Matthew
Jennifer Li, designer and creator of the label aMuse, gave us a tour into her whimsical world, her inspirations behind her designs, and her latest collaboration with TSG for her spring summer 2010 ad campaign in our exclusive interview.
Test Shoot Gallery (TSG): Introduce us to your label Amuse?
Jennifer Li (JL): aMuse is a gamine yet edgy fashion concept build upon playful fantasy. Take a flight of fancy into a surreal dimension, where you can expect the unexpected with each exquisite piece. Discover the wide-eyed ingénue beneath the sophisticated hauteur with delicate fabrics, beautiful drapes and lovely, feminine silhouettes.
TSG: Tell us more about your inspirations behind aMuse this season? How was that inspiration first sparked?
JL: aMuse Spring/Summer 2010 Exclusive range will be an exciting panorama of “Cottontail Caper”. Taking a cue from the whimsical story of Alice In Wonderland where a rabbit lead Alice through an exotic adventure, we attempt to capture the spirit using an array of draping techniques and soft flouncy silhouettes. We added a touch of luxury to this collection by using baby soft silk fabrics and swarovski crystals also in order to evoke a surreal fantasy element.
TSG: If there is one, what would you define as your signature as a designer?
JL: I am inclined towards dreamy, fantastical designs, adorned with an unexpected edge.
TSG: In your opinion, can fashion be a political statement?
JL: Fashion can send strong visual symbols of lifestyle and beliefs; so yes, through fashion, a political statement can be made through an external representative.
TSG: In your opinion, what is fashion’s role during the economic crisis that everybody is going through?
JL: I think most importantly of all, fashion should imbue hope and happiness so that you can have something to look forward to every morning. Wearing your favourite clothing or accessory can really brighten up your mood.
TSG: Would you prefer to have been born in a fairytale world? Which Fairytale?
JL: Definitely; it would be wonderful to live in a world where magic and miracles are part of daily life. I would love to become Cinderella.
TSG: Does it bother you that the mainstream plagiarizes designer’s ideas?
JL: It doesn’t irk me much because I still believe the original design has more impact and influence. On a more positive note, plagiarism could be considered a form of flattery.
TSG: In the eyes of Jennifer Lee, what exactly is fashion?
JL: Fashion is an alternative outlet of self expression; I believe clothes make the woman (or the man).
TSG: Who would be the ideal public ambassador for the brand?
JL: Lily Cole; for her gamine, wide-eyed appeal, and not being afraid to stay true to herself.
TSG: Who would be your ideal muse and why?
JL: Probably Lily Cole.
TSG: What can we look forward to from aMUSE next season?
JL: Expect a darker take on another fairytale.
TSG: What made you collaborate with Test Shoot Gallery for your ad campaign this season?
JL: I came across TSG’s work through their website and their bold, experimental style really captured my attention. It was a dream come true to work with TSG.
TSG: How did you get to know about Test Shoot Gallery?
JL: I got to know about Test Shoot gallery through their website which I chanced upon while sourcing for a suitable photographer. Their experimental works really captured my attention and stood out amongst the many sites I visited.
TSG: Is the idea of creative collaboration important to you?
JL: Collaborating with different creative outlets enhances my ideas and allows me to see my work in a different perspective.
TSG: Thank you so much for the interview Jennifer.
JL: Thank you.
Stockists
www.museministry.com
aMUSE Ready-To-Wear collection will be available from parco at millenia walk from april 2010
