Creative Direction




On invitation by Pitti Immagine to celebrate the 10-year anniversary of the Raf Simons brand, Raf Simons and Peter worked out a three-part event staged in Florence in June 2005. Together with the launch of the new menswear collection (Spring/Summer 2006) the event included the presentation of a book and the staging of a video installation. Peter conceptualized, art directed, edited and compiled the book ‘Raf Simons Redux’. Instead of doing a traditional fashion book, Peter decided to focus on the emotions that make up the universe of Raf Simons. In 10 chapters Peter singles out different aspects (youth, memory, family, resistance, individuality, history, …) for which he brought together archive material in a new and associative way. Peter worked closely together with a number of collaborators including Collier Schorr, Willy Vanderperre, Olivier Rizzo, Francesco Bonami, Chris Brodahl and Robbie Snelders. The book also includes several reinterpretations and tributes by De Potter.

The third event was the video installation ‘Repeat’. Under the joint creative direction with Raf Simons, Peter conceptualized and executed an installation consisting of a straight line of 100 monitors playing silent video loops. For each monitor, Peter selected and filmed a different element from the world of the brand. Fragments and close-ups of clothes, objects, youth culture ephemera, film posters and books, but also a series of cropped portraits of the street cast Raf Simons models in their own habitat. This multitude of looped films created both a visual as well as an emotional mood piece that encapsulated an expansive universe by zooming in on the details.