'Moving targets' or 'Cappuccino comes to Glasgow Airport', Dot Dot Dot 3, Summer 2001
Each text in Dot Dot Dot's third issue came with an alternative title. Oberphones' contribution focuses on the little-understood and little-documented concept of fashion prediction as applied to graphic design. The article takes the form of a split-screen interview with Peter Saville, whose graphic work has always applied fashion strategies, and Matthew Jeatt, a trend prediction expert who describes his company's role as 'insuring our clients against the future'. Both interviewees are faced with the same questions, and the story emerges through the junctures at which their replies converge and diverge. Saville argues that entry into the world of prediction is 'mindbogglingly difficult now, because it’s a pluralist culture [...] There used to be a story every season. There was always a definable direction. The pluralist nature of contemporary culture says there are a million stories, and no one story is more important than any other.' Jeatt celebrates the death of fashion's 'dictatorship – fat men with ponytails in Paris used to say "this is the skirt length for the season" and women all over the world would wear only that skirt length. It’s mindboggling to believe this now, but it was only a few years ago. Karl Lagerfeld – God bless him. Fashion used to approach the future as a fixed point. Well, that’s a nonsense for any future today [...] a fashion designer isn’t exposed to any trends that an architect, writer, stylist or photographer isn’t. We’re all sitting in the same world." 'Moving targets' is a psychogeographic map of two fields of work which have more in common than is usually admitted.





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