‘It’s all a journey, not a goal.
SABINNA season s008 is about the never ending process of learning.
We tend to label everything in life. We give emotions and moments an expiry date and limit our own imagination. We are told to focus on a goal rather than on the process that brings us closer to it. SABINNA season s008 focuses on the process of the making and on the ongoing learning process that makes life interesting and exciting. The colours, textiles and shapes of the collection are inspired by process art, an artistic movement where the end product is not the principle focus. Instead, the focus lies in the gathering, sorting, associating, patterning and other processes that contribute to the outcome. This means that art is viewed as a creative journey or process, rather than as a deliverable or end product. Eva Hesse’s art is the main visual inspiration of this collection.
Over the last few seasons we have worked on some exciting FashTech projects, including our award winning AR shopping experience in collaboration with the Fashion Innovation Agency and Pictofit.
In February 2018 we launched our #SeeNowBuyNow digital showcase, leaving fashion shows behind, for the time being. The new collection, instead of being shown on a catwalk or as a presentation, was worn by social media partners from all around the world, focusing on their diverse style and audience. For 14 days during the fashion week month, our media partners unveiled one look day by day which was then available to buy instantly at SABINNA.com.
We think the future of the fashion showcase is more exciting than ever, especially for emerging brands who want to reach out to a wide international audience with direct feedback. As a brand that stays curious and loves to experiment, we are continually exploring new ways of communicating with our customers.
That’s why you should keep an eye open and see if you can spot the SABINNA posters on the streets of London and Vienna. The posters have a QR code that will link you to a special hidden area of our website. You can’t access it any other way. Are you ready to go through the secret digital door? Remember it’s about the journey, not the goal.
