Section: therapeutic hypnosis session

In 2021, the "Section" show was held in the format of collective hypnosis. The event was organized as a filming of the Guru's speech, aimed to calm anxiety and defuse the stressful situation that has accumulated over the quarantine year. The role of a TV mentor was performed by Artur Semkov, our friend and a resident of “Deep Fried Friends” promo group.

In the image of a psychic healer, he talked about the culture of consumption, seams and accessories; about the healing properties of glare in the glass of sunglasses; about the mathematical perfection of belt’s length. Reading affirmations on style, the speaker immersed the audience in a lucid dream, where they could see the show itself.

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Watch the video

shot together with cinica film studio and Nikita Zeleny

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The cult of consumption, as a key topic of the speech, was inseparable from an absurd cult of personality of Artur Semkov himself. There were cult reminders all around the space: photos of the leader on the flags, growth figures and brochures "Treatise on Fashion", distributed to the guests (authored by the guru himself, of course).

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Musician Leva Zhitsky (Koyil) was opening the event, preparing for the mentor's performance with his magical music, while the guests were gathering at the venue, (and he managed to immerse the listeners in a hypnotic trance no less effectively).

Show

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The styling was in tune with the esoteric-sectarian moods that reigned that evening: mysterious, grotesque and hypnotic, but definitely life-loving and optimistic. The latest collections of Ami, Carne Bollente, JW Anderson, Nanushka, Jenesaq, Kruzhok, Etudes, Our Legacy, Baum und Pferdgarten, Helmut Lang, Fakoshima, Yana Besfamilnaya, Roma Uvarov, Drôle de monsieur and other brands represented in the Section were showcased. We worked on the show in collaboration with the teams of Sveta Mikhailuk (style) and Valeria Vitko (hair and makeup).

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Traditionally, we have invited friends of Esthetic Joys and the “Section” to walk on the podium: Director of Everything, On-The-Go band, singer Kate NV, DJ Trio Ha-HaBibi, Vlad Lisovets, Plague Party, Marie Koberidze, Maya Klugman and many other wonderful people, who have reached fashion nirvana as a result. They all carried flowers in their hands, which were given to their mentor.

Catwalk

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photo credits:
Arseniy Gorshenin, Sasha Murashkin, Lilia Aitkulova