From its outset, the philosophy of SHOWstudio.com has been to demystify the creative process, rather than offering the final product as acme of creative production, SHOWstudio.com seeks instead to explore the process of getting there. From the artists' initial ideas and inspiration to the techniques employed in achieving the end result both emotionally and physically SHOWstudio.com revels in the act of making. By showing the process itself, it advocates that the collaborative effort is as important as any premeditated ideas on the path to creativity.
SHOWstudio.com's championing of live performance fashion has played a crucial part in the development of a new kind of fashion experience: the fashion film. For SHOWstudio.com, however, the exploration of performance in fashion also extends to that of the photographer, designer and stylist, as well as the model. Included in this area of the exhibition was a photographic studio where each week a live fashion shoot took place, allowing unprecedented access to the inner workings of a photographic shoot and allowing the 'performances' of everyone involved to be observed at first hand. By placing the studio in a 'glass case', SHOWstudio.com offered itself up as a live gallery exhibit to be analysed.
SHOWstudio.com actively seeks to push the internet to its full potential to make the experience of fashion as exciting and provocative as possible. The idea of dialogue is key, and SHOWstudio.com's commitment to creating interactive media that invites its audience is an important element of its programming, this approach deliberately stands in opposition to most existing forms of art, where the audience is effectively mute, unable to respond. By allowing their audience a voice and opening up the world of high fashion image-making to quite literally everyone, SHOWstudio.com created an inclusive, collaborative environment that welcomed the unexpected and the spontaneous; the thrill of the unplanned and unrehearsed creative relationship.