Play is the theme of ModaLisboa / Lisbon Fashion Week, which takes place from March the 8th to the 11th 2007, at the Natural History Museum in Lisbon.
 
Play is a word that makes one think. Play has a multiplicity of meanings in this epistemology of discourse:
 
Play as in game:
Every piece is important in a game. Every game has its mix of psychological and even sociological types. All the Players should know the rules of the game and each Player knows that respect for one’s opponent is the golden, or number one, rule.
 
Play as a basic instrument of civilization:
Huizinga, a cultural historian, published his “HOMO LUDENS”, in which he argued Play‘s absolute primacy in life. Huizinga claimed that Play was as important as reasoning or the manufacture of objects.

Huizinga further asserted that Play was the driving force behind the emergence and development of civilization. He compared Play to “a voluntary activity carried out within specific and delineated temporal and spatial limits, following rules freely consented to, but allied to a sense of tension and joy and a consciousness of being different.”
 
Play as part of today’s society:
According to which people and things interact actively, establishing a dialogue based on cultural common ground, creating a completely new way of understanding values and communicating.
 
Play as a language through which new cultural and creative alternatives:
These emerge in the spheres of design, history, architecture, sociology, anthropology and music: subjects indispensable for the creative Fashion industry.
 
Play as the economic synthesis of creation, production and market:
A business forum where creative activity is seen and appreciated as an economic asset.
 
ModaLisboa takes place in this composite synthetic concept that is the Creative Industry. The creative and cultural mix is the event’s primordial reality, as evidenced by the dynamic cultural happenings realized in tandem with the occasion. One of these is the annual cycle of conferences, held in partnership with University’s School of Architecture, which reflect on Fashion. Another example is the ever-increasing attention paid to the young designers who are part of the LAB project.
 
Fashion is a boost for both economics and business. This makes ModaLisboa a space for innovation and for business. It’s because fashion is part of the creative industry that we designed a business space aimed at energizing creativity and backing investment.
 
This forum is the showroom, where lifestyle representatives gather; figures from modern society sustained by designers, labels and economic agents who are market Players.
 
In this way, ModaLisboa gives you the chance to do business, be a Player in the fashion arena and establish economic links with a selection of representatives from this very creative industry.

Source: ModaLisboa Official Website

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