Monday, May 16, 2011

Coles steals the show

coles 'aisle avant-garde' show via lifestyled

Back in March, in reviewing a fashion show staged
by Kiwi hipster collective Stolen Girlfriends Club at the New World supermarket in Auckland's Victoria Park, Pedestrian noted "We can only hope that next time we're at Coles it's this eventful". They didn't have to wait long. Last week, Coles ripped off the idea for its 'Aisle Avant-Garde' presentation in Sydney in collaboration with Sunsilk, showcasing the work of 12 UTS students who were each asked to create a gown that incorporated Sunsilk's logo and colours. Above and below are a few shots from last week and, bottom, a video of the SGC original at New World, a New Zealand supermarket chain owned by Foodstuffs. Needless to say, Coles doesn't take quite such a laissez-faire attitude when it comes to anyone shoplifting its goods. Although given that Coles apparently rebranded its Australian supermarkets as Coles New World in 1962 - the year before New Zealand's New World chain was founded - perhaps there's 50 years of trans Tasman tit for tat at play here. 

coles' 'aisle avant-garde' show: all three images via paula joye/lifestyled


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