MEDON 2023

Lookbook shoot for David Vesely.

Designer: David Vesely
Photography & Edit: Isabella Hewlett
Photography Assistant: Max Hofstetter
Styling Assistant: Valerie Gegenhuber
Hair: Marietta Dang
Make Up: Ece N, Chiara
Set Assistant: Yasemin
Talent: Godwin Merano, Duccio Tariello, Sophie Wendler, Lukas Rose, Hyun Yoo, Laurenz (Body & Soul Vienna), Timo (Flare Talents)
Video: Briana Pfaffel, Thomas Klingenbrunner

The collection revolves around the myth of Medusa.

She represents what men fear most: a sensual, powerful woman. Masculinity is primarily defined by not being a woman. Perseus is the personification of the heteronormative man. In life as a hero, Medusa represents an obstacle.

Medusa embodies chaos, eroticism and loss of control. To become a hero, Perseus cuts off the head of the monster Medusa. Cutting off the head can symbolise the taming of the woman.

A life that is not controlled and dominated by heteronormative men: Medusa stands for all women, for all groups, for all people who suffer under the created system of the heteronormative man.

Violence against women has been a very current issue for some time in Austria. There is an increasing number of femicides committed by men.

This collection was created to draw attention to this problem. It is time to rethink and combat the gender stereotypes and patriarchal norms that can lead to such acts of violence. Our goal is to work together to create a society in which people can treat each other equally and with respect. David Vesely's work aims to help address this pressing issue and lay the foundations for a safer and fairer future.

The collection describes the loss of control, the sexuality, the potential, the chaos of Medusa. She takes revenge on the heteronormative system. It shows an insight into a different social system that is not dependent on gender roles. In a system in which men are released from torpor and begin to accept the chaos within themselves, the unbridled desire, the pleasure, the lack of control and unpredictability that life contains.

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Keramik von Felt+Fat

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