Osman unveils window installation at the May Fair

By

Barbara Santamaria

Published
Feb 13, 2020

Womenswear designer Osman is breaking away from tradition by adopting a new way of participating at London Fashion Week. 

Instead of hosting a catwalk show, the designer will show a provocative art film, and the theme of his latest project will be explored further in a bespoke window installation at the May Fair, the 'official hotel' of London Fashion Week.

Visible to the public until 22 February, the installation combines art and fashion to depict his theme for London Fashion Week this year: cross-border pollination and sustainability.

This comes in the form of a gold dress, set in a transportive, revolving display at the upscale hotel, which is part of Radisson Collection.

Known for combining his multi-disciplinary design practice with a strong sense of social commentary, Osman’s work is shaped by his views of the industry’s inherent inequalities. His list of fans includes the likes of Beyoncé, Emily Blunt and Lady Gaga.

His art film ‘Her Dreams Are Bigger’ will be screened after a panel discussion exploring beauty, power and access at Whitechapel Gallery on 16 February.

In addition to the window installation, Osman has designed key cards and curated a series of ‘Osman recommended’ dishes available at the hotel’s Italian and Spanish restaurant May Fair Kitchen.

Commenting on his collaboration with the May Fair, Osman Yousefzada, said: “This year my display is shaped by my personal consideration of the fashion industry and the idea of transporting across cultures and borders. 

“This design is a signature of the film and panel discussion at Whitechapel Gallery I have created in place of a catwalk show, to explore the idea of sustainability in fashion. I love the freedom of experimenting with fashion and art; creating a display at this renowned hotel has proven the perfect way to do this”.