Fashion and humour aren't often very successful bedfolk but Pringle of Scotland's collaboration with David Shrigley is uncannily clever, neither straying into cringey self-mockery nor degrading slapstick. Following his commission of a limited edition range of t-shirts and twinsets last September, Shrigley created a 3-minute animation depicting the 195-year history of Pringle's knitwear, which was shown yesterday during the label's A/W 2010 menswear presentation in Milan.
Animation: Pringle by Shrigley
Shrigley has taken the odd fact into his own hands but the 'message' is loud and clear - Pringle is a heritage brand that is still in touch with its roots. Key to the animation (alongside the delousing of the wool) is that though its Scottish heritage is still so central, Pringle aren't afraid to experiment with their creative direction.
Many labels would think leaving an animated history in the hands of an artist fascinated with the absurd and macabre would be akin to suicide. But this is precisely why creative director Claire Waight Keller is so clever. Clearly she has a great sense of humour, which, in fashion as in life, is every but as attractive as good looks.