MITHRIDATE – AUTOMATISTE AUTUMN WINTER 2021 – DIGITAL EXPERIENCE


MITHRIDATE – AUTOMATISTE AUTUMN WINTER 2021 – DIGITAL EXPERIENCE

To discover the new AW21 Automatiste collection, check out our new unique web experience to be immersed within the gamified world of Mithridate via http://automatiste.mithridate.uk/

Guangzhou-based designer Demon Zhang graduated from the prestigious Central Saint Martins’ BA Print Design course in 2008. She worked with Lee Alexander McQueen at his McQueen label and under John Galliano at Dior before launching her gender-neutral, luxury Chinese brand Mithridate in 2018.

At the heart of Mithridate’s DNA is an overarching appreciation for art in all forms and Zhang’s desire to nurture a global community through collaboration. Mithridate has five standalone boutiques in China, operating a sustainable made-to-order model.

The brand is named after Mithridates VI, the King of Pontus (134 to 63 BC), who is believed to have so fortified his body against poisons with antidotes of his own devising that he became immune to poisoning. Today, the term mithridate refers to any concoction that protects against poison. The word mithridatism is used to define a tolerance to a poison acquired by taking gradually increased doses of it.

Zhang’s creative vision for Mithridate is similarly therapeutic: to provide a sartorial prophylactic to those who continually explore and express their identities through their clothes.

Zhang is constantly inspired by multi-sensory artforms, born of countless hours of research as a fashion student at London’s art galleries and museums, including the V&A, where she first discovered her brand’s namesake and which was the backdrop to her LFW debut presentation for AW2020.
Automatiste, named after the Surrealist method of suppressing conscious control over the art-making process to give the unconscious mind greater influence in creating, is a deeply personal representation of Zhang’s experience of the restrictive conditions of 2020. At a time when travel and external exploration are out of the question, Zhang and the artists align on diving into their inner worlds, exploring the collision of inner thoughts, self-affirmation and self-denial.

Enter the gamified world of Automatiste via a web browser at automatiste.mithridate.uk​, where no two experiences of the artwork are ever the same. Explored through a landscape of surreal dream states, the outcome feels more like moving through mixed-medium paintings than fashion.

“Automatiste” by Ania Catherine & Dejha Ti
Automatiste Fashion: Mithridate, represented by CP Concept
Artist Representation of Ania Catherine & Dejha Ti: MTArt Agency
2D Art Designer: Patricia Covarrubia
3D Art Direction & Design: Curry Sicong Tian
3D Art Design & Animation: Liu Xin
AI Art: Kadine James, Lucy Wheeler and Fabio Rovai at The Immersive Kind Studios
XR Art: Aaron Jablonski
Creative Production: In Good Company
Music and Sound design: Tony Cruise
Director of Photography: Tara Violet Niami
1st AC: Paula Crichton
Film Editor: Merlin Ettore
Assistant Editor: Polina Mirovskaya
Art department: Erica Weitz
Model: Cristina Robu
Model Agency: Photogenics LA
Styled by: Chanel Verdult
Hair and Make-up by: Nichole Servin
Colorist: Roy Sun

Lookbook:
Creative Direction: by Ania Catherine & Dejha Ti
Production: CP Concept
Photographer: Aleksandra Klicka @klickaphotography
Videographer: Daniel Sims
Lighting Assistant: Josh Showell
Stylist: Fabio Immediato
Model: Maya Gunn @ Next Model Management, Noah Morely @ AMCK Models
Casting: Emma Somper Casting at Gary Represents
Hair: Jason Goh at Gary Represents
Makeup: Sergio Alvarez at Gary Represents

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