Text and Interview: Alec Coiro
Collages Courtesy of Sidney Prawatyotin
Sidney Prawatyotin’s Siduations are totally original and totally perfect artistic use of the medium of social media. While they are undeniably humorous, he’s is not trying to make fun of fashion; he’s celebrating it. Once you understand that, you can see how something like the model wearing Chanel at the finish line of a marathon helps make fashion less alienating by putting in the context of day-to-day life.
Sidney has been working in fashion for his entire career starting with the co-founding of United Bamboo and through a 16-year career in fashion PR. We were lucky enough to get a hold of Sidney in Los Angeles, and he gave us the details about what goes into the creation of a Siduations.
Although fashion seems ripe for it, you don’t see a lot of fashion satire. Can you take us through how you started out with your collages, where the idea originally came from?
Having worked in the fashion industry, I’ve always been fascinated by its relationship with its consumer. My current work for Siduations explores that relationship by placing models in different real world situations. I can see why it could come off as satire; however, my intention isn’t to ridicule anyone. If you think otherwise, I’m fine with that. You know – to each his own. It’s more interesting for me to hear how others perceive it. It keeps the conversation going.
What was the impetus behind your move from NYC to LA.?
In 2015, my husband was offered a creative director position at a start-up in LA. It was a good opportunity for him, and for me to – this sounds so LA – find myself.
I’ve assumed many roles in terms of career – co-founding United Bamboo, model casting, personal assisting Harmony Korine. It was all very random. I just grabbed on to whatever it was I enjoyed doing at the time. Up until the move, I spent the last 10 years as a fashion publicist, which I felt was becoming stagnant. I had no idea the move would be the catalyst for Siduations.
I’ve always created images, secretly dabbling with illustrations, photography, and video. I started to do more of that once I got here. Experimenting with image editing apps on my phone as a means to kill time sitting in LA traffic turned out to be a fun alternative to communicating with friends back home. Sure, we can always talk on the phone, but does anyone even do that anymore?
Having worked in the fashion industry, I’ve always been fascinated by its relationship with its consumer. My current work for Siduations explores that relationship by placing models in different real world situations.
Is there an image you’ve made that stands out as one you’re particularly proud of?
I love the post with the Marc Jacob SS17 platforms stomping in Washington, D.C. I actually love that entire series. To me, that best illustrates my creative process.
Can you tell us about yourself and what you do when you’re not concocting Siduations?
When I’m not working on Siduations, I’m either helping my friend run her store (www.calderblake.com), contributing to The New Jock, managing a few social media accounts, hanging out with my husband and our two Shiba Inus, and learning how to drive.