Wednesday, August 7, 2013
French design-house Carven commissioned Viviane Sassen to make promotional images for the current Fall/Winter clothes. These images went into recent distribution because August means the same thing every year : coat-buying season – for that significant segment of women in the northern hemisphere both fashion-conscious and rich. September will be too late.
Sassen's renderings of pinks and blues – and that blurry pale rosy camel and dappled fawn – colluded to overturn at one swoop my bias against pastels. Presenting subjects out of focus against a sharp-focus background works particularly well because another layer of sharp focus is quietly insinuated between viewer and garment – a layer of crisp lettering that seems to float forward (in white sans serifs, all caps) on its own plane.