Exhibition 09.15.2004 - 12.05.2004

Fashion Passion, 100 years of fashion at the Oca

group exhibition

azzedine alaïa, naomi campbell by peter lindbergh © azzedine alaïa foundation

“Fashion-Passion – 100 years of fashion at the Oca”, considered to be the most ambitious fashion exhibition of the 20th century, opened its doors at the Oca pavilion in Ibirapuera Park in San Paulo, the work of Brazilian architect Oscar Niemeyer, with an exhibition of dresses designed by the great names of 20th century haute couture, Azzedine Alaïa, Coco Chanel, Yves Saint Laurent, Emilio Pucci, Madeleine Vionnet and Yohji Yamamoto, but also the great photographers of the moment and their works, such as Robert Doisneau and Henri Cartier-Bresson, curated by the French Jean-Louis Froment, founder of the Bordeaux Museum of Contemporary Art.



”We have achieved a miracle; never before has an exhibition managed to bring together all these creators, who are each other’s competitors. It’s a great adventure to present exceptional pieces of haute couture history, dresses and photos that have never left the homes of collectors, designers and museums.” Froment said.

  • azzedine alaïa, sao paulo © azzedine alaïa foundation

  • azzedine alaïa, installation of the vionnet dresses © azzedine alaïa foundation

  • azzedine alaïa, installation of the vionnet dresses © azzedine alaïa foundation

  • azzedine alaïa and jean-louis froment © azzedine alaïa foundation

  • azzedine alaïa, installation of the vionnet dresses © azzedine alaïa foundation

Azzedine Alaïa was the only one of the 26 international designers participating in the show to personally accompany the installation of his work. This is true of everything that bears his name: from the modelling to the realization of a piece, he makes sure to do everything with his own hand. And it is this perfectionism and his enormous talent for highlighting the sensuality of women that have elevated him to cult status.

For this event, the couturier brought 10 pieces, which will be exhibited alongside Madeleine Vionnet’s creations in the “Ode ao Corpo” pavilion. Like Madeleine Vionnet, of whom he is a fervent admirer, Azzedine Alaïa is also a virtuoso of couture and his clothes are the perfect embodiment of the art of feminine seduction. This magician of the cut finds support in the anatomy to build his textile architectures, which dress the body to enhance it.

azzedine alaïa, vionnet, sao paulo © azzedine alaïa foundation

Florence Müller, Emilio Khalil, Azzedine Alaïa, Jean-Louis Froment - Caras issue of 24 September 2004 PH. DR