‘A Cheryl’ Presentation at PFW

Atelier Néerlandais


During Paris Fashion Week, We Are Muze showcased the Spring Summer 18 collections in a presentation, ‘A Cheryl’ at Atelier Neederlandais. The collective of designers, BYBROWN, Electric.co, LoveLuha and Jessica Joyce embraced the theme of identity in collaboration with artist Cheryl Schurgers. Schurgers’ work focuses on the portrayal of identity through the media. The visitors first entered a photo gallery with works showing the results of the Cheryl lookalike casting. The public were then invited to walk through to the next space where a video by Studio Julius Thissen was played, adding a further layer to the world of ‘A Cheryl’. The presentation was completed with a live Cheryl installation. In this installation, Cheryl lookalikes were controlled by Cheryl herself, immersing the visitor in a world full of Cheryls and the alter ego.


The live presentation at Atelier Néerlandais

The video by Studio Julius Thissen