In what is becoming something of a mini trend here in Paris, after Raf Simons and Haider Ackermann, it was designer Damir Doma's turn to host a standing presentation durning his show slot on the official Paris Menswear calendar.
"It's an exhibition, not a presentation," corrected Doma as he welcomed well wishers into his Parisian headquarters. "I really wanted to make it possible for the customers, not just the press, to see the collection. And I really wanted to show a little bit of what was behind the clothing," he added.
To that end he created an omnichannel happening on Thursday afternoon. One that included a moody video showing on a loop models wearing the collection as they painted graffiti on an abandoned building, wrapped themselves in a plastic bag with the Doma name on it, or walked in slow-mo towards the camera. Then there was the give away tote bag which came with a newspaper printed lookbook/mood board with inspirational phrases like "natural reorder" or "concentrated dialogue" listed along with the evocative images. Finally there was the clothing themselves placed on mannequins about the show space.
"I hate those presentations with real models," said Doma "It's always a little bit awkward for the models and the audience. As I wanted people to touch the fabrics I thought this would be better."
It's a fair point. It’s only by stroking a jacket that the rough painted coating can truly be appreciated. An up close and personal inspection of a pair of patterned fil coupe pants revealed an interesting dried leaf motif. And the fun play on symmetry via multiple pocketed drop crotch short or button up shirt was intriguing.
There was a running theme of natural graphism in the collection. Strategically placed holes on jackets looked as if they echoed the spots on a butterfly wing. While speckled shirts were an abstract interpretation of the pattern of an orchid's petals.
All in all, Doma produced a collection that looked just as good in a video as it did on newsprint and in real life. The designer covered his bases this season and all that consideration paid off.