New York City duo Pamela Reed and Matthew Rader have made a name for themselves due to their graphic and often bizarre fashion editorials, which typically employ .gif animation and reside exclusively online.
“We make work for screens,” Reed + Rader explain.
“Using movement with animation is just the beginning of exploiting the strengths inherent in using a digital screen as a medium. Animated and motion work is most exciting for us because it is fresh and pushes up against boundaries of what is expected and possible in the venue of editorial fashion.“Most importantly,” they add, “it allows us to continue exploring our love affair with technology, the internet, video games, and pushing towards the future.”
Today, we are excited to bring you an Reed + Rader preview editorial for the upcoming Fall Winter 2011 season.
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