Molly Goddard’s showing at London Fashion Week in February was a flurry of luscious blush, umber and orange fabric that had our eyes captured and our hearts bursting. With echoes of Dario G’s Sunchyme still ringing around in our minds and shapes thrown by the models joyously dancing in the Tate Britain, we are delightfully reminded of the force of Molly Goddard in a new brand film to celebrate her autumn/winter collection hitting Dover Street Market this Saturday. Filmed in the hours leading up to the show by creatives and close friends of the brand Tegen Williams and Raf Fellner, the five-minute short displays the love, sweat and tears that goes into making the Molly Goddard machine run and the loved ones who helped the presentation come to life. We asked Molly herself what some of the thinking behind video was as well as where the inspiration for the collection came from and you can watch it exclusively on i-D below!
What was the thinking behind the new collection?It was mainly inspired by fabrics, I found an orange taffeta that made me so excited I based the whole collection on it and then didn’t even end up using it. It was also based on the Japanese gangster film Tokyo Drifter, the sets in the film were the inspiration for the show set and Tate Britain was the perfect back drop. The director had his normally infinite budget cut drastically by the studio, to stop him from going so wild, so the film was made on a low budget, which was quite apt for us. Also the idea of comparing the show to old couture shows which were so grand and frivolous, when we used street cast models and a handmade set, and cheap fake mini marble pillars next to the enormous ones in the Tate Britain.
Why was it important to have a video that documented your autumn/winter 16 collection?
The only problem with presentations is that people can pop in and out and sometimes miss massive aspects of the show, also you often don’t really know how people will view it until it starts, where people will stand or how the models will react to the crowd. The presentation started off really calm and tranquil and then the music changed and everyone started dancing.
Describe the relationship of the people in the video to you? Why are they are key to the Molly Goddard machine?
Tegen and Raf who made the film have been around since the first presentation, same as everyone else pretty much. My mum and dad do the set (Sarah Edwards and Mark Goddard), Alice my sister who does the casting and styling, Tom Shickle my boyfriend who does show production. Lots of the models have been in almost every show so they understand the way we work and that it’s as much about attitude and personality as looks when it comes to casting. Everyone understands we are still as small team and every aspect of the presentations is decided by us, it makes it more personal and so much more fun!
Molly’s autumn/winter 16 collection will be available in-store and online at Dover Street Market from Saturday 9th of July.
Credits
Text Lynette Nylander
Photography Jamie Stoker