SCHUNA

VIRTUAL FINAL PROJECT

"SCHUNA" is the first ever virtual final fashion project coming out of Shenkar College Israel. It is a virtual RTW unisex collection that in part could not exist in reality. The collection asks questions about the basic connection of a body-garment in a world where a virtual representation of things is often more important than their actual representation, and perhaps in doing so also challenges fashion establishments.

"SCHUNA" or "ACT-HOOD" in English, is an An Israeli slang commonly referring to ghetto neighborhood residents, used to describe a lack of seriousness & disrespect. As someone who grew up in one of the poorest suburbs of Tel-Aviv David wishes to reclaim this term.  

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THE COLLECTION
 

The term Schuna is being commonly used when someone is acting inappropriately in an establishment, such as court or congress. So, what is the establishment in Fashion? And how can one make a Schuna out of it?

IMAGES FROM THE PHOTOSHOOT
 

When studying the history of clothing or when even thinking of it the discussion is usually focused on Europe. David’s family came to Israel from Middle eastern countries, he got his first degree in the History of the Middle East, where he learned of the great Islamic and ottoman empires that existed in parallel to the European ones. “I know for a fact people dressed differently in these empires. But they are not being properly presented in the cultural discourse. Another missing part of history is the life and clothing of the common people, those surrounding me in my family and neighborhood.”

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MOOD BOARD
 

This collection is all about playing a stigmatized game between the white European culture representing the establishment and tradition of the fashion world, and the characters from David’s family, neighborhood and the cultures they bring with them from the empires of the Middle East and North Africa. The goal in this collection is to consciously “Act-Hood” and sanctify mixing and blurring between all of these without regard to the establishment and its traditions.

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THE PHOTOSHOOTS CREATION PROCESS
 

**The models you see in the photoshoot are real, however the garments they're wearing are fully virtual and were digitally fitted and dressed by David and his team.**

THE PROJECT POSTERS
 
SKETCHBOOK