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Date: Monday 8 December 2014.
Time: 6-10 pm, doors open at 5:30 pm.
Place:, Körsbärsvägen 9, Stockholm (Subway: Tekniska Högskolan).
Lecturer: Efrat Tseëlon (IL/UK).
Performance: Robert Fux.
Moderator: Maja Gunn.
Fashion Designer: Ana Londono/This is Sweden.
Language: English.
Fashion Intervention is a series of sessions created by Fashionplay, curated by Sofie Rykowski and Ingela Nilsson, in collaboration with Iaspis.
We communicate through clothes. We reveal and conceal and are shaped by what we wear. Has the fashion industry’s ideals made us lose control over our bodies and identities? Are there limits to what we can wear to revoke gender, norms and break new grounds? When does anti-fashion turn into fashion and what does norm-liberated fashion and its practice look like today?

- Sofie Rykowski and Ingela Nilsson / Fashionplay

Efrat Tseëlon, Professor of fashion theory and PhD in social psychology, together with moderator Maja Gunn, fashion designer and researcher in fashion design methodology, Robert Fux, actor and drag show artist, and Ana Londono, fashion designer from This is Sweden, will discuss the body’s and fashion’s narrative power and identity-building abilities.


Efrat Tseëlon is currently the Chair of Fashion Theory at Leeds University School of Design. She has a degree in Social Psychology and Communication, and industry experience in marketing consultancy and consumer research. Her PhD from Oxford in Social Psychology explored “Communicating via Clothing”. Working on a wide range of topics from diverse disciplinary frameworks, Tseëlon has developed the paradigm of Critical Fashion to the study of visual appearance. Her research interests cover the cultural and symbolic significance of visual appearance (clothes, body and beauty), how its meaning is communicated, and how it is experienced. She pioneered a cultural studies perspective of research on fashion, extending the research agenda from the stereotypical approach of ceremonial and designer fashion, to the wardrobe approach of everyday clothes. She challenged the notion of the language of clothes as objects with fixed meanings, with an emphasis on a process with negotiated meanings. She introduced a change of focus of fashion research from clothes to the wearers of clothes. Tseëlon is the author of The Masque of Femininity and Masquerade and Identities, and of numerous publications on topics as diverse as the study of beauty as stigma, clothing as instrument of gender construction, authenticity as distinguishing art from fashion, masquerade as a technology of identity, and fashion ethics as ideological discourse. Efrat Tseëlon is a member of the Institute for Culture and Society (ICS) at the University of Navarra, and the Social Trends Institute (STI) at the IESE Business School, Barcelona. She is the founder and editor-in-chief of the journal Critical Studies in Fashion and Beauty.

Maja Gunn is a fashion and costume designer based in Stockholm. Maja Gunn has a MFA in Textile & Fashion Design from Konstfack, University College of Arts, Crafts and Design, Stockholm and a Master in Fashion studies, Stockholm University. She has a wide range of experience in her fields both nationally and internationally in television, theatre, film and fashion. Maja Gunn’s collections are based on strong conceptual ideas, often combined with elements such as text, film and performance. Maja Gunn is currently connected to the Swedish School of Textiles, University of Borås where she is teaching fashion design and pursuing doctoral studies in Fashion Design Methodology. Her research explores bodily experiences of clothes and through such explorations she investigates clothes’ performative and political functions, with notions of cultural, social and heteronormative structures.

Robert Fux is a Swedish actor and drag show artist based in Stockholm, educated at the Stockholm Academy of Dramatic Arts (SADA). Robert Fux has participated in several productions, including at the Orionteatern, Riksteatern and Teater Scenario and has since 2011 been a permanent member of the ensemble at Kulturhuset City Theatre’s scene in Skärholmen. Robert Fux is also regularly seen at various variety club and burlesque show venues. He is one of the founders of the radio theatre satire group Surdegshotellet and part of the performing art group 3Björnar/1Utter. In 2014, Fux founded the association Stadsrummet, a performing art project targeting city planning. Robert Fux has received several awards for his interpretations and monologues.

This is Sweden is a fashion and art project founded by the siblings and fashion designers Ana and Pablo Londono. The point of departure of the project is two refugee children brought up Sweden, who design fashion that challenges the perception of Swedish identity. With an exhibition encompassing ten silhouettes, a comic novel, a film and an antiracist agenda, the designers make common cause with a range of prominent actors in the Swedish fashion community. Ana Londono was educated at Central Saint Martins, University of the Arts, London and holds a BA in Fashion Design Menswear, and is currently based in Stockholm. Pablo Londono was educated at the Gerrit Rietveld Academie, Amsterdam and holds a MFA in Fashion, and is currently based in Amsterdam. Launched in spring 2014, This is Sweden has exhibited at several art galleries and has been an appreciated addition to Swedish fashion design. is an independent non-profit organisation, founded by choreographer Cristina Caprioli in 2004; and since 2013 directed by Hanna Wildow. As a discursive platform for choreographic practices, initiates and presents projects and works that embody, illuminate and activate ethnic and cultural multiplicity, gender equality, norm critique and transgressing boundaries. produces cross-disciplinary projects and opens up opportunities for a range of different practitioners to revise, problematise, elaborate on and renew choreographic, artistic and linguistic practices. Based in central Stockholm, shares office and studio space with its sister-organisation ccap, an independent site for choreography production, directed by Cristina Caprioli.
Fashionplay is an artist driven platform for conceptual fashion, founded in 2006 by Therese Dahlqvist and Helena Hertov.

For further information, please contact Iaspis programme coordinator
Annika Björkman at or visit:

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