Launched in November 2000, SHOWstudio.com is an online fashion broadcasting company. The concept behind SHOWstudio was developed by photographer Nick Knight and graphic designer Peter Saville; they envisioned a website that would take viewers ‘behind the scenes’ of creative spheres such as fashion and art, allowing them to view the entire creative process as it happened by harnessing possibilities of the Internet.
SHOWstudio.com launched in November 2000 with an early team that included Creative Director Paul Hetherington, Editor in Chief Penny Martin, Art Director Paul Bruty, stylists Simon Foxton and Jonathan Kaye and Interactive Artist Daniel Brown. Since then, SHOWstudio has facilitated some 300 plus projects in partnership with key members of the fashion industry, from the likes of John Galliano and Alexander McQueen, Naomi Campbell and Kate Moss to up-and-coming designers and models such as Aitor Throup, Gareth Pugh and Agyness Deyn. SHOWstudio's collaborations also extend into the worlds of music, architecture, food, art, design and performance and the site's archive also features projects with Björk, Brad Pitt, Leigh Bowery, Heston Blumenthal and Tracey Emin.
SHOWstudio's key interest has been in investgating the potential of motion imagery, interactivity and live image-making in order to inject the fashion editorial with modernity and new ideas. The first key live project was staged in December 2001 when nine models were dressed and groomed, then put to bed in hotel rooms and webcast overnight as they slept. 'Sleep' marked the first of a number of live fashion broadcasts that the company has made their trademark, even introducing webcams into their East London studio in 2003. Joined by Chief Technical Officer Dorian Moore, and Head of Interactive Ross Phillips. SHOWstudio went on to win the Webby award for best fashion website that year.
Since launching a 'Forum' discussion board and a Blog that documents the everyday process in the studio in 2005, greater emphasis has been put on developing a two-way conversation between SHOWstudio and its audience. As a result, more invitations were extended to viewers to get directly involved with projects, contributing concepts, imagery and films to themed projects.
SHOWstudio’s founder, Nick Knight, says that the site ‘… is based on the belief that showing the entire creative process—from conception to completion—is beneficial for the artist, the audience and the art itself.” SHOWstudio’s move to real-world, interactive projects builds upon this initial manifesto.