KITSCH NITSCH 'CORPOCOOL'
Kitsch Nitsch is a Slovenian design studio run by duo Jaka Neon & David Kladnik. They’ve moved away from the rigid constraints of design towards a stylized, more artistic design world. They are self-confessed believers in ‘style, fashion and aesthetics,’ which is reflected in their experimental digitorials (computer generated editorials). These digitorials are an amalgamation of fashion product pack shots and 3D digital set design. In other words, all the sharpness and well-lit edges of fashion product shots are paired against colourblocked backgrounds with disembodied images and shapes. These geometric dreamscapes transform an ordinary product photo into a work of art. The titles of the works are usually tongue in cheek, a play on the oeuvre of advertising.
This is demonstrated in ‘Corpo Cool’ where the Wang and McQueen shoes rest atop monochromatic fans. In this digitorial the coveted SS/14 accessories are perfectly complimented by an essential summer staple, giving a quirky and humorous twist to the occasionally generic medium of the high end product shot. A mixture between the digital and the tangible, these digitorials have us praying (as Neon and Kladnik are) for the “end of the age of functionalism.”
Words / Ruby Giles
Art Direction & CGI / Jaka Neon & David Kladnik
Product Styling / Ivana Franka Kolonich