Van Noten asked the Have yourself a merry little christmas shirt moreover I will buy this Dutch photographer Viviane Sassen to shoot the images and film. “She captures the moment in a very good way. There’s a directness and she works fast and spontaneously.” Sassen is in the Netherlands, not far from Van Noten’s Antwerp base. Creative groups banding together to make fashion imagery happen locally is becoming a super-interesting phenomenon in every country now. So when it came to making the film, the socially distanced crew moved into a studio in Amsterdam, and the models started dancing in front of what looks curiously like a ’60s-type light show, or possibly some sort of neo-rave type of thing.
In fact, the Have yourself a merry little christmas shirt moreover I will buy this source is the very much earlier work of the New Zealand artist Len Lye, whose pioneering technique of painting on celluloid film predates psychedelia by decades. “He was such a discovery for me. He started to do this in the late ’20s, early ’30s.” Working with the Len Lye Foundation, Van Noten developed the prints that run through the collection, “psychedelic sun, sunshine and moons, light bars, and palm trees.” And quite brilliant effects they are, for a designer whose innovation must always move forward through print—the attraction for his art-conscious customers—and through pragmatism.