Blood lust: Zero Zero makes statement in New York

07 : 10 : 2013 New York : Miles Aldridge : Zero Zero

New York – The second installation of V magazine’s annual art book project, Zero Zero, appeared at New York Fashion Week in a multi-sensory event and pop-up shop focused on the themes of blood and eroticism.

Zero Zero Zero Zero
Zero Zero Zero Zero
Zero Zero Zero Zero

The installation in the Meatpacking district, a stone’s throw from Made Fashion Week headquarters, was a provocative collaboration between Nicola Formichetti, South Korean conceptual artist and creative director Kaimin, and photographer Miles Aldridge.

Guests were invited to ‘participate in a ritual imbued in a sensory voyage that demands our subconscious to re-experience the borders of fantasy and reality’, according to the organisers. This included bloody male models sporting JUUN.J costumes and welcoming visitors into a cave-like space. Wall videos could only be seen through red plastic triangular viewing lenses. ‘We want this to be like a religious ceremony,’ Formichetti told V magazine.

The Zero Zero book contains a fragrance, Blood By Kaimin, which goes onto the skin as a purple-red juice that rapidly fades after application, just one of several multi-sensory aspects of the book. The book will be available exclusively from Colette, priced at €390 ($526, £328).

Check our Design Direction section for more coverage of New York Fashion Week.

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