The Met Gala, is an annual fundraising event for the benefit of the Metropolitan Museum of Art's Costume Institute in New York City. It marks the opening of the Costume Institute's annual fashion exhibit. Each year's event celebrates the theme of that year's Costume Institute exhibition, and the exhibition sets the tone for the formal dress of the night.
This event, over the years has become one of the most prestigious and sought-after happenings or the fashion world.
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I came across the theme for this year’s MetGala - “Camp: Notes on Fashion” and the first image that I had in my head was a very dressed-down look on the red carpet- army fatigues, grunge et al. Until I looked up Susan Sontag’s essay from 1964, on which the theme for MetGala 2019 was decided, and this prompted me to delve deeper into things that are “Camp-y”. (Sontag was an influential and notorious essayist, philosopher, and filmmaker whose work touched on the media, human rights, photography, and communism)
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The essay described “Camp” as a cult- a kitsch-aesthetic which is difficult to be described in a few lines, a sensibility that cannot be bound in a realm of fixed attributes and a taste in a way of things that is esoteric, unnatural, exaggerated, passionate and theatrical, to name a few.
It has leanings towards Gothic and Art Nouveau periods, borrowing from them a flamboyant and whimsical sense of style. A variety of attributes/ persons that can be classified under the wide umbrella of “Camp” are:
-Swan Lake
-Flappers (Women of the 1920’s)
-Tiffany’s Lamp
-Greta Garbo
-Lady Gaga
-Iris Apfel
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Camp Aurus- this is how it would look like!
The brand ethos of Aurus employs a very classic, simplistic and a timeless approach. But in this image, keeping in mind the theme of MET Gala 2019, we have re-imagined our logo to give a very “Camp-y” feel to it.
Anna Wintour, the US editor-in-Chief of Vogue, who chairs this famed annual event describes “Camp” as an over-exaggeration of one’s style- something like a woman dressed in an outfit of four million feathers and walking down to her local bodega to buy a piece of gum!
Here’s our take on “Camp”, a glimpse of “Camp-y” attributes in the
Indian context and of course- jewelry! All this information shared is a combination of research and our interpretation of the theme.
Indian context and of course- jewelry! All this information shared is a combination of research and our interpretation of the theme.
