“Solenne is an experimental virtual reality artist, exploring the capabilities of narrative-driven retail where the product for sale becomes an experiential souvenir. The social-political brand Elvaux aims to hint at what is often internalized in the community and in the cultures that make up the Levant as a result of its colonial past. The collaboration between Elvaux and Solenne leaves viewers questioning the elements surrounding them, creating a dialogue as a pathway to reconcile attitudes and ideals present in the Levant.
Arab cultural figures of the past dance around an oasis calling for the viewer's attention amidst the western ‘orientalist’ construction: the dogma of the west towards "southwest Asia," a colonial relative term. Books, documents, Arab cultural figures, and historical events that sparked the inception of Elvaux are intentionally placed to jump-start the curiosity of the viewers towards our authentic Arab reality. By adopting fashion as well as new media, the t-shirt becomes a political statement: a token of the Levantine experience, acting as a symbol of solidarity to the cause of deconstructing the dogma towards the Levantine area.
Cyber Fashion Week was the perfect opportunity to debut this concept as it aligns with our goals of digital distribution of product promotion to the digital world.” - @ElvauxLabel Instagram
