For Immediate Release: The Art of the Press Release

‘For Immediate Release: The Art of the Press Release’ showcases a selection of press releases and promo-texts from fourteen iconic fashion practitioners over time, at the International Library of Fashion Research, Oslo.

Focusing on seminal collaborations between brands and writers in the elusive field of copy-writing, this exhibition tracks the shifting nature of fashion promotion in relation to its mediators at large. From performative and conceptual show notes to dictionary-type lexicons, the exhibition presents the press release as the primary form of fashion communication and promotion, an engine of persuasion, hype, and brand loyalty, that has evolved as vividly as fashion itself.

With materials from Alessandro Michele, Angelo Figus, Comme des Garçons, Dries Van Noten, Keupr van/Bentm, Maison Martin Margiela, Mowalola, Prada, Shelley Fox, Sunnei, Virgil Abloh, Vivienne Westwood, Walter Van Beirendonck and WilliWear. Curated by Elise By Olsen & Jeppe Ugelvig. With support from MoMu Antwerp & Nordisk Kulturfond.

The library’s foundation is based on a seed donation of 5,000+ pieces of contemporary printed matter dating from 1975 until present. It includes books, magazines, lookbooks, show invitations, illustrations, ephemera, acquired from various private collectors. The collection will continue to grow via further donations from global fashion houses, publishers and practitioners, animated by an extensive program of talks, digital annotations and micro-curations.

‘For Immediate Release: The Art of the Press Release’ runs until March 1, 2023