Shot and Edited by Ahmad Habash, Produced by Marlon Beyer-Rieger

This pre-recorded virtual runway film was projected in cinematic scale as part of a fashion show performed live at Massey University's (Wellington, NZ) Blow Festival 2012.

Showcasing the graduate collections of 13 fashion students, Front Back combines physical garments with virtual reality. The unique format of this show highlights tensions between fashion in its traditional runway form, as a '3D object', and fashion as the '2D imagery' that it has increasingly become in the internet age.

In front of the large scale projection of this film, the live action (documented in the film BACK) was carried out. This 'virtual' show had the illusion of occuring in 'real-time', as models synchronized their exit through a false door, with the opening of the door that appeared on screen. Thus audience members viewed both 'front of stage' and 'back stage' simultaneously.

This show was initiated, and carried out by a collaborative effort of all the designers in the show. Special thanks to Marlon Beyer-Rieger and Ahmad Habash whom without this venture would have been impossible. Thank you to all those who volunteered their time to make Front Back happen, please see our site for a full list of credits.

Front Back is a collaborative effort, reflecting the new direction of fashion media, contact us at:

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Marcus Bergsma - Plus

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