The thing about a fashion photo is that its very function is to exhibit garments,” she says. “I think that now this is changing and it’s becoming truly collaborative. Holly would tell me, when she’s working with a photographer and stylist for example, that where the stylist might have once said ‘oh the shoe looks better now, shot this way’ or ‘the dress looks better this way’, now they say ‘that’s the best image’. And I think that’s representative of what’s happening today. Fashion isn’t front and centre anymore – it’s not the first thing you notice in these images.”
Experimental Fashion traces the proliferation of the grotesque and carnivalesque within contemporary fashion and the close relation between fashion and performance art, from Lady Gaga's raw meat dress to Leigh Bowery's performance style. Francesca Granata examines the designers and performance artists at the turn of the twenty-first century whose work challenges established codes of what represents the fashionable body. These innovative people, she argues, make their challenges through dynamic strategies of parody, humor, and inversion. Experimental Fashion explores the experimental work of modern designers, such as Georgina Godley, Bernhard Willhelm, Rei Kawakubo, and fashion designer, performance artist, and club figure, Leigh Bowery. It also discusses the increased centrality of experimental fashion through the pop phenomenon, Lady Gaga.