Theatrical, artistic and extraordinary – for almost 30 years, the World of WearableArt (WOW) has enticed designers to break the boundaries and embrace all things creative. Take a look at how this epic New Zealand fashion showcase made its mark on the world.
It all began with a low-key rural art gig in the South Island city of Nelson. The year was 1987; the setting, a marquee outside a restored cottage. Dame Susie Moncrieff, the show’s creator, was channelling her creativity with no expectations – despite having a fair amount of ambition in mind:
“When I started WOW in 1987, I had a vision of what it is today – an international competition that attracts the world’s most innovative designers; a huge theatrical extravaganza employing and nurturing New Zealand’s creative and production talent; and an exhibition touring USA and Europe,” she tells us.
Moncrieff had the idea of creating her own wearable arts show after being exposed to the concept in Auckland – at an exhibition which, in her eyes, left much to be desired. At the time, she was running her own art gallery with seven other artists, and thought her imagining of a wearable art showcase would be the perfect way to promote it.
Despite it being held on a rainy spring night, some two hundred people attended that first show. Compare that with what WOW currently entails: an international design competition that attracts entries from more than 40 different countries and a three-week annual awards showcase in the capital city Wellington that gets approximately 60,000 attendees. Plus, a WOW Museum in its home city Nelson that receives more than 40,000 visitors each year, and a travelling exhibition that has – thus far – brought 32 of its award-winning garments to more than 700,000 fashion enthusiasts in Australia and the United States.
In fact, the show has been a sellout ever since its first exhibition. WOW’s success is the reason for its relocation to Wellington in 2005 and, while Nelson locals initially criticised Moncrieff for doing so, she felt the move was necessary in order for the show to continue flourishing. Originally, winners would get a $1000 cash prize; nowadays, they are awarded $165,000 plus internships with leading creative companies like Peter Jackson’s Weta Workshop and Canada’s Cirque du Soleil. A study from 2009 even estimated that the show brings approximately NZ$ 15.1 million into the capital city’s economy.
Needless to say, Moncrieff’s vision has gone the distance.
An ode to innovation
In the wonderful World of WearableArt, the body is a blank canvas just waiting to be embellished. On the performance stage, anything goes – as long as the final product is wearable, innovative, beautifully designed and well-made.
No single event is quite like another: competitors are prompted to explore new ideas as they challenge themselves to experiment with different materials and textures.
“WOW rewards the curious, the courageous and those passionate enough to stand in the face of self-doubt and embrace creativity no matter the cost,” sums up Moncrieff.
People from all walks of life, from established designers to emerging artists and amateur creators, have been inspired to participate in this creative feat. In the 29 years it has been running, WOW has received entries from contestants with diverse backgrounds such as art, textile, industrial design, fashion, jewellery, architecture, home making and even the odd person working in the law field.
“We’ve also built wonderful relationships with design and fashion schools around the world, where WOW has become part of the curriculum,” adds Moncrieff.
Wellington’s WOW Awards Show is where everything comes together – and also, in a sense, where everything begins. Running from late September until early October, the event brings to life the very best creations for the year. In 2017, there will be 16 shows over a three-week period starting from September 21.
Following their appearance in the awards show, the garments are housed in the Nelson museum. That way, anyone interested can see all the intricate details in their composition up close.
After the WOW Awards are revealed, the theme for the following year’s International Design Competition is announced. First-time designers then need to register their interest to participate, and are given a permanent entry number – those who participated previously don’t have to do this twice. Enrollment begins in March the following year, pre-selection is around May and the final garments need to be sent to Nelson by June.
2018 is going to be that much more special – it is WOW’s 30th Anniversary extravaganza. A short recess in the early days is the reason for the seemingly delayed celebration. Plans for the anniversary show are already in the works, and theme for the upcoming competition will be announced on September 23.
For Dame Susie Moncrieff, the milestone is a testament to everything the World of WearableArt represents:
“I believe that everyone has a creative spirit but they haven’t always had the opportunity to express it. WOW provides a platform to nurture, encourage and celebrate creativity.
“Even now, after 29 years, I’m still inspired. I believe that WOW is just getting started.”
For information on getting tickets, upcoming tour dates, and competition guidelines, go to the official World of WearableArt website.