The Game of the Haute Couture

This editorial proposes making fashion without pre-existing garments. A construction game where the piece doesn’t exist until it happens — folded, wrapped, and shaped directly on the body.

We start from the codes of haute couture — precision, structure, volume, gesture — and bring them into our own territory, turning them into a game.

Forms emerge from gesture. Fabrics and felt become volumes, moving between control and spontaneity.

The model doesn’t wear the garment, she takes part in it. She exists within the process, as the piece appears and disappears.

Here, haute couture isn’t represented — it is taken apart and rebuilt in real time.

PHOTOGRAPHY JAVIER ATIENZA
ART DIRECTION JAVIER ATIENZA, EMMA DEL HOYO
STYLING EMMA DEL HOYO
MODEL ROSS FROM FRANCINA MODELS
HAIR NEL DOMÍNGUEZ
MAKE-UP MARIAM HAIDER
PHOTOGRAPHY ASSISTANTS ALBERTO FERNÁNDEZ, RAÚL GONZÁLEZ
SPECIAL THANKS CLAVÍCULA ESTUDIO

The Game of the Haute Couture

This editorial proposes making fashion without pre-existing garments. A construction game where the piece doesn’t exist until it happens — folded, wrapped, and shaped directly on the body.

We start from the codes of haute couture — precision, structure, volume, gesture — and bring them into our own territory, turning them into a game.

Forms emerge from gesture. Fabrics and felt become volumes, moving between control and spontaneity.

The model doesn’t wear the garment, she takes part in it. She exists within the process, as the piece appears and disappears.

Here, haute couture isn’t represented — it is taken apart and rebuilt in real time.

PHOTOGRAPHY JAVIER ATIENZA
ART DIRECTION JAVIER ATIENZA, EMMA DEL HOYO
STYLING EMMA DEL HOYO
MODEL ROSS FROM FRANCINA MODELS
HAIR NEL DOMÍNGUEZ
MAKE-UP MARIAM HAIDER
PHOTOGRAPHY ASSISTANTS ALBERTO FERNÁNDEZ, RAÚL GONZÁLEZ
SPECIAL THANKS CLAVÍCULA ESTUDIO