Capturing the soul of Shanghai fashion

Capturing the soul of Shanghai fashion,[link widoczny dla zalogowanych]
Fashion is part of our everyday performance,[link widoczny dla zalogowanych]," Dr Johnson-Woods said.
"In Shanghai,[link widoczny dla zalogowanych], I carefully did not choose young people or those who wore 'designer' clothes - I chose those who wore an item that told me something about them or about fashion."
The opportunity to go to Shanghai for the project was not only due to Dr Johnson-Woods' expertise in popular culture,[link widoczny dla zalogowanych], but also a matter of 'being at the right place at the right time'.
She was going to Taiwan as a keynote speaker for the South East Asian Popular Culture Association and was asked by Dr Karamanis if she was willing to take a one-hour flight to Shanghai afterwards to take the photos and do the cultural research.
"This was an entirely new area for me. I call it my guerilla assignment - we chased people,[link widoczny dla zalogowanych], took photos, collected data and permissions, and rushed away before the police could stop us,[link widoczny dla zalogowanych]," Dr Johnson-Woods said.
"No doubt about it,[link widoczny dla zalogowanych], Shanghai is one of the most stylish cities I have visited - less costume-y than Tokyo,[link widoczny dla zalogowanych], less formal than New York,[link widoczny dla zalogowanych], and more colourful than London.
"Many of the people we photographed were living in Shanghai but came from other places - Korea, Europe,[link widoczny dla zalogowanych], Japan."
Over the 10 days in Shanghai,[link widoczny dla zalogowanych], Dr Johnson-Woods and her photographer took 1500 photos and interviewed more than 300 people about their fashion style.
They captured everything from people's shoes to handbags,[link widoczny dla zalogowanych], hats and accessories.
"We focus on the emerging fashion capitals because it is there we believe the real 'play' with fashion happens," Dr Johnson-Woods said.
"Street fashion is not about designer labels,[link widoczny dla zalogowanych], it's about the playful space between personal style and fashion dictates."
Following the success of Shanghai Street Style to date,[link widoczny dla zalogowanych], Dr Johnson-Woods and Dr Karamanis have plans to travel to other cities to capture fashion culture - and Brisbane is on the cards.
"We are doing Sydney and Mumbai this year, and Cape Town,[link widoczny dla zalogowanych], Sao Paulo and Moscow maybe next year. I am particularly keen to get some cricket fashion in Mumbai, so that will dictate when I go there," she said.
"I want to do Brisbane and already have a photographer lined up,[link widoczny dla zalogowanych], however we haven't locked in a time for this yet."
She stressed the importance of having a quick turnaround for the books as fashion changes so rapidly,[link widoczny dla zalogowanych].
"Hopefully the following books will hit the shelves by the end of 2013 and the start of 2014,[link widoczny dla zalogowanych]. We are aiming for quick turnaround as fashion can be so mercurial,[link widoczny dla zalogowanych]."
Dr Johnson-Woods is the founder and inaugural president of the Popular Culture Association of Australia and New Zealand. She has written on reality television, animation,[link widoczny dla zalogowanych], manga and popular fiction.
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