Fulvio Bonavia on his “food dresses” for Garage mag

The debut issue of Garage magazine.

Are you familiar with Garage magazine? The creation of Dasha Zhukova, it features collaborations between major players in the worlds of fashion and art, such as Jeff Koons, Richard Prince, Damien Hirst, Marc Jacobs, and…Fulvio Bonavia. For Garage’s debut issue, Fulvio—whose ingenious A Matter of Taste book of conceptual still lifes of apparel and accessories made from food and flowers has taken on a life of its own—conceived four striking images of high-fashion attire (as imagined for Alexander McQueen, Louis Vuitton, Prada, and Moncler) made from foodstuffs.

The New York Times, in fact, made note of his photos in an article on Garage this past summer:

“Some pages are pure mystery, like a spread that shows a dress called “Lettuce by Alexander McQueen.” It appears to be made of romaine, a creation by [contributor Giovanna] Battaglia and the photographer Fulvio Bonavia. Also included is a Prada dress made of citrus and a Moncler coat of anchovies. ‘I hope nobody reads our e-mails back and forth,” Ms. Battaglia said. ‘We were writing things like, ‘yes, Prada is an orange, that’s genius! And Moncler is a fish!’”

Here, Fulvio tells how he became involved with Garage and how he dreamed up those yummy outfits.

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Lettuce by Alexander McQueen. Photo by Fulvio Bonavia for Garage magazine.

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“I had been in contact Dasha Zhukova’s office, as she was interested in collaborating with me for the launch of a new magazine about art, fashion, and culture. They asked me to create something for them in line with what I did in my book A Matter of Taste, but using luxury brands. They were open to my creating a still life of accessories or a total look. They didn’t give me specific rules—they gave me freedom to create.

They put me in contact with the fashion editor Giovanna Battaglia, a former Vogue fashion editor, and we met in Milan to talk about the project. It was a really good collaboration, as we were very much on the same page with all the concepts. She proposed we do a different look for each different fashion brand, with an interesting structure and textures, and I worked on how to realize these concepts and decide which food would be the right choice.

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Anchovies by Moncler. Photo by Fulvio Bonavia for Garage magazine.

Walnuts by Louis Vuitton. Photo by Fulvio Bonavia for Garage magazine.

Citrus by Prada. Photo by Fulvio Bonavia for Garage magazine.

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The first dress I visualized mixed with food I decided to discard because it was too obvious of a combination. The second one was the dress meant to look like the Prada one made of maxi paillettes. I had wanted something that would give the feeling of transparency, like the paillettes, and citrus came to mind. We made a mockup of the dress using a transparent mannequin and attached slices of citrus onto part of it. It was not possible to make an entire dress of the fruit slices because the citrus goes bad very quickly, so I shot a number of frames and then composed everything in post.

I shared my thoughts with Giovanna through email and by Skype, as she is now based in New York, working for W magazine. We worked within a very tight schedule, and like in my personal projects, Kristina Radic helped me on set with the building of the models.

In A Matter of Taste, I approached every image individually, and I did the same with this project. I was able to photograph the Alexander McQueen salad dress and the Louis Vuitton walnut outfit quite straight, for example, while the Prada and Moncler concepts required a lot of postproduction work. I feel postproduction is really part of the creative process, and I like to do that work myself. During the retouching, I can easily achieve what I have in mind without any compromise. The fact that I have a past as a painter and digital artist really helps me in that process. But I still always prefer to capture as much as possible in camera.”

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Thanks, Fulvio!

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One Comment

  1. elena
    Posted 10/14/2011 at 1:38 pm | Permalink

    thanks to Fulvio Bonavia…..are wonderfull and really amazing


6 Trackbacks/Pingbacks

  1. […] stuff made from food–dude devoted a whole book to it, called A Matter of Taste–talked Stockland Martel Art blog about the project and working with Giovanna Battaglia, the stylist for the shoot. “It was a […]

  2. […] stuff made from food–dude devoted a whole book to it, called A Matter of Taste–talked Stockland Martel Art blog about the project and working with Giovanna Battaglia, the stylist for the shoot. “It was a […]

  3. […] é representado por Stockland Martel, e a agência colocou pensamentos Bonavia sobre o trabalho aqui […]

  4. […] worked with the stylist Giovanna Battaglia, a former fashion editor for Vogue. On Stockland Martel they talked about how they came to this fantastic […]

  5. […] See more: Fulvio Bonavia on his “food dresses” for Garage mag […]

  6. […] This is kind of the haute couture answer to the 1990s Bart Simpson rally cry of “eat my shorts.” OK, no, it isn’t. These dresses made of food are homages to fashion icons Alexander McQueen, Louis Vuitton, Prada, and Moncler by innovative photographer, Fulvio Bonavia. Using a palette of lettuce, anchovies, walnuts and citrus fruits, Bonavia created edible art for a new issue of Garage Magazine. He is represented by Stockland Martel, and the agency has posted Bonavia’s thoughts about the work here. […]

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