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Swiss luxury fabric maker Jakob Schlaepfer enters Indian market

By Retail4Growth Team | February 20, 2020

Jakob Schlaepfer made its first inroads into the Indian market with the launch of a pop-up installation at the STIR Gallery in DLF Chattarpur Farms, New Delhi.

Swiss luxury fabric maker Jakob Schlaepfer made its first inroads into the Indian market with the launch of a pop-up installation at the STIR Gallery in DLF Chattarpur Farms, New Delhi.

Conceptualised by architect Akshat Bhatt of Architecture Discipline in creative collaboration with fashion designer Amit Aggarwal, the installation titled “Parade of Souls” comprises a set of mannequins that stand dramatically within a glass box with exaggerated drapes in nine hand-picked Jakob Schlaepfer fabric pieces.

“The ‘Prade of Souls’ is a reflection of the collective human march through days, months, and years, where one seldom gets the chance to stay static or deliberate and aims to generate a sort of dynamism that provokes contemplation,” the brand said in a statement.

The ‘Parade of Souls’ proffers itself to be more than just a representation of the textile brand’s incredibly transformative oeuvre of work and crafts a series of layered experiences through the glass box that houses it, facilitating meaningful engagement with the visitors. The mannequins seduce the observer visually, transforming their perception and reading of the space. This crafts a construct where a gradual, orderly unfolding of events takes place – visualization, deliberation, and realization – with the box becoming a performance space, more for the spectator than for the installation itself.

In a 21st century, digital world fixated on fast-paced transitions through time, this ‘parade’ of mannequins explores the idea of self-actualization; by juxtaposing human emotions in a spatial context, it intends to epitomize this experiential human journey and invoke a corporeal dialogue over a visual one.

Akshat Bhatt, Principal Architect at Architecture Discipline said, “As a designer, you are often tasked to reference someone else’s aspirations in a way they could not have imagined. With this installation, it was rather pertinent for us to recognize the merit of the exercise beyond just being a representation of the brand itself – to pose questions to the viewer and the world at large: Are we individuals that identify ourselves? Are we a part of an army or a tribe that stands out? And the idea for the installation came out of these conversations, in trying to find a way to express the questions of introspection and reflection spatially.”

Fashion designer Amit Aggarwal said, "I think what I loved most about the Schlaepfer fabrics is that they have a distinct form of their own, which sat perfectly with our aesthetic as a brand, of mixing fluidity with structure. The fabrics were very malleable and so thoughtful. I also think that a lot of different materials woven together to create a textile range is such an exciting proposition for any fashion designer."

The ‘Parade of Souls’ is currently open  at the STIR Gallery in DLF Chattarpur Farm until April 30th, 2020.

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