Research and Reference

REAL LOOKS FAKE / STAGED REALITY / DIGITAL OVERLAY / FAKE BY DESIGN

REAL LOOKS FAKE

Faux no longer means cheap; it has developed its own aesthetic. Apply fake-making treatments to materials and products, pushing surface effect and creating amazing design.

Andrew Zuckerman photographs wildlife, but replaces the background with pure white. Removing the animals from their original context intensifies the unreal effect, leaving them looking like drawings or photorealistic paintings.

Think about…

Stripping away elements of the products or manipulating photographic print.

www.andrewzuckerman.com

The Gucci MRTW spring/summer 2010 Exit 16 Croc Bag is made from real crocodile skin treated with a matt rubbery finish.

There is nothing fake about the luxury of the product - it costs €30,000+.

Watch...

Fabric specialists experiment with fake/real coatings, treatments and finishes to beautiful effect. Changing perceived notions of value along the way.

Oyvind Tangen photographed icebergs in the Antarctic.

Sediment below the ice shelf creates brown and black stripes, while the blue stripes are made up of compressed snow and a lack of air bubbles.

We love the fake effect of these natural hypercoloured formations.

Clearly this is a direction for dye.

Where we see incredible pigments that are in fact natural. Key for the denim market.