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November-December, 2004 < Back To Article
Wow And How!

Volume 12 Issue 5 November-December, 2004

It is not a coincidence that Nelson has thrown up this unique spectacular. This is all about taking art off the walls and wearing it on the body. Anyone can enter a garment and only your imagination knows limitations.

Nelson, New Zealand's sunniest city located at the top of South Island, hit upon an idea that pushed the imagination of participants and spectators alike and the Montana World of WearableArt Awards (WOW) are now all set to go international, reports Shirin Mehta.

A Verve Exclusive

I am on an Air New Zealand flight to Auckland, comfortably ensconced in Business Class and I am thinking, what am I doing here? This is the longest I will ever travel to see - a show. That's right, a show! This had better be worth it, I tell myself.

I recall this moment, a day later, this time settled into a not-terribly-comfortable seat at the Trafalgar Centre on Paru Paru Road, Nelson. Already the beauty of this city of 50,000 has lulled my senses - the cold is bracing, the acacia trees are brilliantly in bloom, the Nelsonites are amazingly friendly and ready to prattle. Everyone I meet here seems to be an artist - a budding one, a current one or a happening one.

And, they are all rattling on about the show that has New Zealand reeling. The Montana World of WearableArt Awards Show (WOW) is the biggest thing to hit this faraway set of islands, technically under Down Under and small-town Nelson, is understandably proud of it. It has, in fact, broken boundaries, grown seemingly on its own and is now headed for the capital city, Wellington, where locations are larger and big-town facilities more readily available. More, the 'WearableArt' concept is headed for international shores - probably big-city Bangkok or Singapore to coincide with their Fashion Weeks.

Even as I ask myself why there is so much art in this corner of the world, I realise that it is not a coincidence that Nelson has thrown up this unique spectacular. This is all about taking art off the walls and wearing it on the body. Anyone can enter a garment and only your imagination knows limitations. These are then presented in a fully choreographed stage show - music, dance, drama - forming the backdrop of presentation.

The WOW Awards started in 1987 when sculptor Suzie Moncrief, the originator, hit on the idea as an event which would combine all media and take art onto the catwalk. The first show was held in a large tent outside a cob cottage in rural Nelson with 50 entries, a few coloured lights and some borrowed tarpaulins. The heavy rains meant that spectators' heels got stuck in the mud. They were bowled over nevertheless, so much so that Moncrief mortgaged her house to make the next one possible. This year's show has entries from fashion designers, art students, an environmental artist, a café cook, a grandmother, the creator of a popular local fashion label.

The choice of judges at this year's show is truly interesting. Dan Hennah, who won an Oscar for his set decoration in The Lord of the Rings: The Return of the King, took time out from working on Peter Jackson's production of King Kong, to judge the awards.

Suzie Moncrief is the person of the moment. The initiator of the WearableArt concept is set to see her baby grow, even in foreign climes

Can you define what WOW is all about?
It's primarily an awards show. We are putting art on the body and looking beyond commercialism.

How do you feel as initiator?
When I started this show, it was never meant to be this big. It just had a life of its own and took off. It is a million dollar show to stage and is a beast that gobbles everything else. I have had to devote my life to it, have given up my art which I love. I am absolutely blown away myself by it.

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