The Gateway To Fashion

Starring Iekeliene Stange

For Spring-Summer 2019 SCHUELLER DE WAAL proposes FASHION as HYPNOSIS THERAPY. Rather than offering a new collection the designers want to make a statement about the fast pace of fashion and their incapabilities of keeping up. Driven by the idea of giving former designs a new context and using that as research for the development of new design ideas SDW STUDIO presents a fashion film installation. The presentation of this autonomous statement serves as a suggestive form of ‘FASHION THERAPY’. With the thought of slowing down their audience and creating time to reflect in a period of constant rush, SDW makes the link to HYPNOSIS THERAPY.

The presentation took place at Palais de Tokyo during the last days of Paris fashion week Spring Summer 2019, the perfect setting and moment for SDW to close the marathon of fashion weeks by offering its fashion victims or victims of fashion this opportunity of Fashion Therapy.

The protagonist of the film, a hypnosis therapist with mesmerising eyeballs, takes the viewer through steps of induction going deeper into a spiralling trance world of eclectic future fashion suggestions with every step. The fashion suggestions show a fictive persona representing the viewers repressed inner fashion spirit in an intuitive state of unleashed creativity. Just like hypnosis therapists SDW STUDIO aims to plant inspirational alterations and alternative perspectives on fashion in the viewers brain to catalyse change.

In the film the characters are dressed in a mix of SCHUELLER DE WAAL'S past collections, communicating that the duo believes in a value of design which remains over time. ‘The Gateway To Fashion’ shows an overview of their work reshuffled into a new visual appearance.

See also: 'Gateway to Fashion' Lookbook


Fashion Therapist:
Iekeliene Stange
Director of Photography:
Lonneke van der Palen
Digital Art:
Max de Waard
Sound Design:
Hair and Make-Up:
Bastien Zorzetto
Event Photography:
Team Peter Stigter