“Masdar coats” is a radical approach to fashion, it is more than a collection. As Studio Gómez, we wanted to put oneself out creating a Manifesto collection. Meanwhile the traditional and conservative fashion system is talking about aesthetics and formal question and is living in an eternal revival. So, we decided to talk about social and political changes, reflecting about how the world wide web and social networks are affecting and changing our personal environments, our social relationships and even more breaking the limits of time and geography.
The word masdar is arabic and means resource. And is also what Sir Norman Forster has called the most ambitious project in his entire career. Masdar will be the first self-sufficient and totally sustainable smart city in history. With this in mind, we decided to translate some of Foster´s ideas to our garments.
In like manner, Masdar Coats is a result of the study and evolution of the Radical Architecture in the 70´s. The theorical ideas and new approach to the public and private spaces of Archigram or Archizoom architects, or the space interventions of the Haus-rucker group.
Above all, our starting point was the Hugh Heffner way of life.He used to spend the most of his time in a huge circular bed surrounded with lots of monitors, the bed was the party place and at the same time his personal office. Hugh had all he needed inside the bed as we have all we need in our phones or our tablets. As a result we ask ourselves: How would it be today? We can listen to music, we can have fun with friends using our social networks on our smartphones and even work using our tablets everywhere. Therefore we only need a physical space to get the privacy of Heffner´s bed, and the way to obtain this is designing a smart-coat, that you can transform into a inflatable tent. We are working with the opposite idea of the Hikiko Mori syndrome.
In addition we can´t forget the huge influence in our project, the different Occupy Movements. Starting with the Madrid 15M movement at the Puerta del Sol and their armies of tents, the first of the occupy events and furthermore Occupy Wall Street in NY or Umbrella Revolution in Hong Kong, following in the same fashion.
As a result, our collection is more than simple garments but rather a fashion manifesto.
The Masdar Coats collection consists of seven parka coats which are divided into three categories:
Smart Parka Jacket: The starting garment of the collection. The hood is equipped with speakers and a microphone which you can connect with your smart-phone. The jacket as also integrated optic fiber allowing you to be seen at night.
Air Garm-Tent: This is the most ambitious of the collection, it is an oversized inflatable parka which can transform into a tent.The hood is equipped with speakers and a microphone which you can connect with your smart-phone allowing you to use the hands-free microphone and speak while you are walking. The parka transforms into a big tent using a canister to inflate it. We added LEDs which can be controlled by an external app allowing you to customize the color of the light.
Auto Garm-Tent: This is another oversized parka which can transform into a throw down tent with the transformation happening in minutes. The hood is equipped with speakers and a microphone which you can connect with your smart-phone allowing you to use the hands-free microphone and speak while you are walking. We added LEDs which can be controlled by an external app allowing you to customize the color of the light.
Video_ Ander Manero, Alexandra Maciá.
Models_ Andrea Beliza, Moudji Bah, Santiago Moreno Mejias, Serbian Gabriel.
Special thanks_ Converse, Pelonio Press.