by Miryam Muller in

A new project that looks like it’s going to be really cool. The project is called In Fashion and is the brainchild of SHOWstudio Fashion Director Alex Fury.

The project is an intimate documentary series where Fury sits down with some of fashion’s biggest, most progressive names to ask them about fashion–how they feel about fashion, their history with fashion, and what they do in fashion. The documentaries aren’t necessarily process pieces, but are instead really nice thought bubbles from the designers and tastemakers themselves just talking about the industry that they are so belovedly entrenched in. The interviews are shot in high contrast black and white with occasional complimentary set pieces (a fainting couch, some flowers, a purse, etc.), providing a stark, somewhat fashion devoid space for conversation. Instead of Anna Dello Russo’s iconic bright red cherry hat stealing your attention, you are busy listening to her heavy Italian accent espouse her thoughts on her own image.

The series has gathered some amazing creatives. Among those selected are Jason Wu, Daphne Guinness, Walter Van Beirendonck, Proenza Schouler, Sam McKnight, Gareth Pugh, and many, many others. Above you will find the trailer for the series, which gives you bites from many of the people they’ve already spoken with. SHOWstudio seems to be updating the project fairly regularly and encourage you to follow them on Twitter to get updates on new entries.