post fiction [pəʊst + ˈfɪk.ʃən]
1. the moment something fictive, a dream og a story becomes real. either through coincidence, consequence or wish.
2. when a story comes to life through visual presentation.
emma steinbakken presents post fiction. a clothing brand set out to explore the movie which you star as the main character in - your life.
post fiction challenges storytelling in clothing by creating something bigger surrounding each collection. one piece constitutes a scene, where the whole collection constitutes a narrative. the narratives are directly based on the stories told by emma through her music. the scenes are written out as scripts, and can be seen in the brands universe on socials. the brand also takes inspiration from the movies, as a language and as an aesthetic.
1. the moment something fictive, a dream og a story becomes real. either through coincidence, consequence or wish.
2. when a story comes to life through visual presentation.
emma steinbakken presents post fiction. a clothing brand set out to explore the movie which you star as the main character in - your life.
post fiction challenges storytelling in clothing by creating something bigger surrounding each collection. one piece constitutes a scene, where the whole collection constitutes a narrative. the narratives are directly based on the stories told by emma through her music. the scenes are written out as scripts, and can be seen in the brands universe on socials. the brand also takes inspiration from the movies, as a language and as an aesthetic.
socials was presented with a mix of a pictures from the lookbook combined with the scripts. every piece is called "scene _", and can be connected to a script. each script further explores the story behind the design.
in advance of the pop-up shop, a website was released to tease location, time and date of the happenning. if you registered on your mail, you would recieve a cinema ticket, which gave you a free mystery item in the shop.
the pop-up shop was staged as an actual movie set. once arriving, the audience was told there was a pause in production, so they could look around. they could buy the pieces of off the clothing rack in the bedroom. coke supplied refreshments, nnnn supplied the sound system.
the webshop launched after the pop-up shop, and immitates a dvd menu. as every piece is named "scene _", you could find the clothing under "scene selection". if you click "play movie", a error code would pop up, saying "movie already playing". it's playing right in front of your eyes. and that right there is post fiction in full effect.
client - emma steinbakken
creative direction + concept - martin kopperud & runar johansen
art director - martin kopperud
design - runar johansen
website - kristoffer fylling
popup shop - lev mokel
march, 2024
post fiction website
creative direction + concept - martin kopperud & runar johansen
art director - martin kopperud
design - runar johansen
website - kristoffer fylling
popup shop - lev mokel
march, 2024
post fiction website