ALICIA VELÁZQUEZ

through the looking glass

A custom durational performance
for
DOLCE & GABBANA

PROPOSAL

PDF file here

 
AVA_D&G_01.jpg

CONCEPT

It’s a rainy day. As she approaches the next corner her eyes are captured by a bright storefront where something is moving. She recognizes Dolce & Gabbana’s shop window. Through the looking glass, she sees the figure of a woman moving elegantly and slowly. She is making a colorful thread ball. It reminds her of an intimate scene from her past: she, as a kid, holds the wool while her grandma pulls and loops her knitting ball. The experience brings her color and comfort, a feeling of daily intimacy.

Through The Looking Glass (temporary name) is a custom proposal for Dolce & Gabbana, in the form of a durational performance to happen in its storefront window. The proposed location is Dolce & Gabbana’s flagship store in Bahnhofstrasse 10, Zurich Switzerland.

The performance represents an intimate ritual in which textile, or thread, is used. Its purpose is to connect that which lives inside the brand - tradition, contemporary living, sophistication, and fashion at its core - to the life happening outside. The concrete concept and duration of the performance are to be further developed in sync with Dolce & Gabbana’s vision and campaigns.

Through The Looking Glass was born as a vision of the artist for Dolce & Gabbana while looking at its storefront in this particular location. 

AVA February 2018

Dolce & Gabbana storefront image © Dolce & Gabbana website