Google+ Fake Sartorialist: About / Press

About / Press

The Fake Sartorialist is an experiment into the appropriation of the mass-media model for the world-wide distribution of fashion imagery. He uses found media from blogs, websites and photographers to create mixed media collages that questions the reality of daily fashion imagery consumption.
Shortly after creating the Fake Sartorialist the New York Times released an article discussing my use of the The Sartorialist’s (a street-style fashion blogger) images to create new works. What ensued was a fascinating discussion through comments and articles throughout the fashion blogosphere. This discussion centered around digital media rights, of when appropriation truly transforms media into a new object, and how old ideologies around media and its distribution are no longer valid or practical in a connected word.
After a period of changing creative direction a few times, in light of possible legal action by The Sartorialist, the project once again moved to the re-appropriation of fashion imagery to create new works. These new works are all released under a creative commons license allowing users to add, modify and distribute the imagery as required. In order to retain transparency during the image creation, all images used in the collages are painstakingly documented allowing every image used to be displaid, credited and linked to, creating a true digital ecosystem in which the contributing works become referenced in a web of information.

(The Fake Manifesto, Aug 2010)

The Fake Sartorialist was born in August 2009 out of sheer fashion desperation.

Where was the humour, where was the real sass (not the back stabbing kind), where was the fashion world mirror looking back on itself? Everyone seemed to busy to ask the hard questions like: 'Is viscose the new lycra' 'is fake the new real' and 'is Lady Gaga....' yes indeed, those are the hard questions that The Fake Sartorialist strives to answer.

Behind The Fake Sartorialist: Eduardo Cachucho
From 2003 I  studied as a restless architecture student in Johannesburg, South Africa, graduating in 2008. Since then I have been in search of the ultimate mode of creative expression for my rather frazzled brain. The Fake Sartorialist is one of these expressions, a perfect way to have 'multiple' personalities without all that mental asylum hassle.
To see my other works visit: (architecture, graphics, video, art)
YouTube (various video and video art pieces)

Click image for PRESS: