In 2001, fashion designer Alexander McQueen, for his Spring - Summer Show in London, “constructed a large mirrored box in the centre of his runway, so that as the audience took their seats they were obliged to sit and watch their own reflections in harsh lighting.”
As London shows regularly start anything from three quarters to an hour late, the audience became progressively more uncomfortable as it was faced with its own reflection. Individuals had to choose between looking away, watching themselves or watching other view themselves; after a while this self-scrutiny produced an intense and paranoid self-consciousness. This scenario was a cruel but particularly meaningful once because the audience consisted of fashion professionals.
Here McQueen reduced the observers to objects, turning their own sharp scrutiny of the models back on themselves.
- Caroline Evans, Fashion at the Edge