Prise par Brando Prizzon Elevastor
Tonight, it is for the exhibition and collection launch of the Berlin-based label Anatol’s collaboration with German photographer Florian Hetz.
ANATOL T-shirt Photo prise par Brando Prizzon
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Sweaty torsos and premium cotton, the event feels very Elevastor. And for a store that has only been in business since March 2019, that’s a feat. Having a corresponding semiotic value in the targeted public’s mind hints on effective branding. Launching the concept retail space with a collaboration between Palomo Spain and Metal Magazine, they have since been known for their diverse and unique buying, bannering emerging designers with more established brands. If it feels like the latest Parisian hangout spot, it’s because it is. “We want to blur the lines between fashion, art, and design,” says Thomas Guedj, the founder of Elevastor. “We want to break the boundaries between fashion and people. We want to be close to our clients when they come to the shop or to the events.” To understand Elevastor is to understand its crowd: open, up to date, international but somehow also super Parisian. Maybe a bit risqué sexy, sure, but definitely cool. Very cool.
Texte : Renee Ultado 09/12/2019
Seeing a crowd spilling onto the pavement from an establishment in Paris is always a good sign. It means a crowded full house, something exciting. The few times I have been to Elevastor, it was always like this. The first time, it was for the launch of a capsule collection by Amsterdam glossy Glamcult and Dutch fashion brand Ninamounah, wherein a pair of hip-high rubber boots hung from a rack and a DJ was spinning on top of the store’s jewelry counter. Another time was when New York designer Patrick Church did a live painting of the shop window, while models danced around, showing off styling permutations of his printed pieces: t-shirt with pants, shirt unbuttoned with pants, trench coat open with briefs, just pants, just briefs. Even on a quiet Sunday afternoon, from afar, I see stylish kids standing outside Elevastor, rolling cigarettes, talking.
1 /Florian Hetz, 2 / Deniz Oeztuna Photos prise par Brando Prizzon k
Magazine Uniform available at Elevastor Photo prise par Brando Prizzon
Abstract pictures of human body parts float over the store’s metal wall. Guests wander around sipping prosecco, or else outside, smoking, but still fixated on the photographs. I hear two people debating if they’re looking at a belly button or really deep dimple. Both were wrong, as the image pictured was the suprasternal notch (google it.) But with Hetz’s imagery, you see what you want to see. Where there is a ripple of muscles, one may see a range of caramel mountains. Maybe a smile where there is a grimace. A fat teardrop or fresh spit. An open mouth or a promise.
@florian.hetz Instagram
Deniz Oeztuna, the creative director of Anatol, saw anonymity and architectural structures. He looked at how Hetz’s framing renders most of his anonymous models, focalizing on the human body’s tender spots but also on its skeletal strength. How a spine is both sturdy and fragile, the same way a high-rise building is. For its debut collection called Buildings and Bodies, Anatol features selected images from Hetz’s body of work. Printing them on hefty t-shirts, it sets the tone for the brand’s collaborative framework. “In each collection, we would be working with different artists to make clothing pieces and other objects,” shares Oeztuna. “For artworks to be wearable,” he concludes.