Molly Goddard is the subject of a new interactive exhibition at London’s Now Gallery, where visitors will be invited to participate in embellishing the British fashion designer’s signature oversized tulle dresses.
Each dress will be hung from the ceiling and lowered on pulleys to a height at which visitors can sit and embroider directly onto the garments. Posters with graphic instructions of embroidery stitches for all abilities will feature around the gallery space to assist.
Skilled embroiderer volunteers will be on hand to advise and help visitors – who will be encouraged to truly become part of the creative process. “I would like to invite groups of skilled sewing folk from various organisations to come and do demonstrations,” explains Goddard. “Groups from local schools will be invited to take part and everyone will be encouraged to engage with handicraft.
“I like the idea that children will return to complete an image. People may sew over or work with others’ embroideries to create intricate, bold and incredibly varied embroidered dresses, so they become like a living thing changing daily,” she adds. At the end of the show, the dresses will be auctioned for charity.
What I Like by Molly Goddard runs from November 4 2016 to February 19 2017. For more on customisation, hyper-personalisation and creative consumer engagement in fashion, see Multi Story S/S 18, Youth Style Tribes: Custom Couture, Artisan S/S 18 and 2016 Look Ahead: Fashion.