¡Muy Fashion!

Pilar Jarpa, pictured left, is one of the beautiful South American fashion icons to lend her presence to Asunción Fashion Week (AFW), Paraguay's most important international fashion event. She is Chile's gift to various runways and is seen here in a photo taken from the page for AFW on Facebook. Evidently, AFW means that Paraguay hosts some of the most talented designers and beautiful models from all over South America over a couple of days this spring.

And while on the topic of models, I would like to draw attention to the originality of the talent on the catwalks in Asunción over the past couple of weeks. From fashion shows I've been to and seen on television or in photos, I have grown accustomed to an intense, hungry look from sometimes overly serious models. At AFW, however, the photos show more or less relaxed demeanors that complement rather than display the clothes. There are some visibly uncomfortable models, however, but it looks like a lot of them are new and thus less experienced - but that is something that I think plays in AFW's favour. Either way, you can form your own opinion by checking out the various shows here.

I also have to say that overall there was nothing that stood out as particularly groundbreaking; again this is just from the few photos on Facebook and the AFW website. That said, there were definitely pieces from various collections that are stunning and if the designers decide to build on those, they will definitely be able to establish a name for themselves. One such brand is a youthful, hipster-inspired line from Argentina called GodisDj. I couldn't find any photos of their show, but the lookbook on their website has a pair of stone-washed jeans that could prove a cool addition to anyone's wardrobe, hipster or not; they're a slim-fitted, low-waisted version for men that can be very sexy on the right pair of legs. Check out the line here.

The little number above is from Florencia Soerensen's collection (image taken from the Facebook page for the event). It has a very strong, sophisticated cut that is softened by the floral pattern around the shoulders, which gives it an almost playful air.

This ensemble (above) is from another urban, hipsterish line called Uptitude, a Paraguayan creation (image from the AFW Facebook page). It was the shorts that caught my eye and I think they make a nice touch, with or without the leggings.

Aside from the style propositions, AFW also highlighted some creative accessory and craft designers. One group of artists that got some air time was Pyahu Artesanía, a Paraguayan craft studio working primarily in leather. Aside from doing some standard bag fare, they have some of the coolest, most original thermoses you'll ever see, like this amazing piece:

So although Asunción is far from joining the Paris-London-Milan list, it's still a great chance to discover some original designers and pieces at a very original event.

Imagemaking in Cairo

This documentary-type ad can be seen by non-Arabic speaking readers in an English version here. It weaves many seemingly innocuous circumstances together and gives each of them an increased social significance. The World Cup qualifiers, Coca-Cola, being a spectator of the match, and the superstitious aspect to the whole affair all became one grand expression of contemporary Egyptian culture. What makes the ad interesting is that it uses contemporary, globalised culture as a complement to distinctly Egyptian characteristics - softdrinks and international football become localised.

The docu-ad (a word I'm going to lobby Oxford to include in the next dictionary) was the product of Cairo-based boutique advertising agency Elephant, for which I could not find a website. The agency is apparently a tw0-man operation, half of which is Ali Ali - in my opinion, a brilliant guy, even if it's only because I agree with him. He and his partner, Maged Massar, are also responsible for a series of television ads, again for the Egyptian national football team, that won the first place Gold at the Dubai Lynx Awards this past March. The ads again involve Coca-Cola and promote that product as much they promote the personal brand of the players. Watch them, they're quite ironic and funny.

I like the way the stories don't conspicuously revolve around Coke, but again focus on the love for football and on giving recognition to the players. Furthermore, whether or not intentionally, the advertisements' narratives hint at the steady decline of radio as a popular medium in Egypt. There has been a proliferation of private television channels recently, according to the BBC website, for which there is a link above. That is part of the humour of the clips: they suggest that radio can communicate the score and be quite emotional, but the intensity of visuals and sense of personal connection that television provides enhances the experience even further.

If Elephant and its work are any indication, along with other talent represented at the Dubai International Advertising Festival, the region is brimming with gifted communication artists. Ali Ali has already won some international awards in Europe as well, so his career seems to be going well and I'm sure we'll see the same from his peers.