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The A-Z of Visual Ideas by John Ingledew

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R

Reinvention

To reinvent is to radically change and create entirely anew. Often a customary way of doing things remains unchallenged – leading to things like magazines, shop windows and exhibitions looking pretty much the same. Reinvention should be constant as there are no rules or boundaries – only conventions, as photographer Bill Brandt remarked about his creative discipline – ‘it is not a sport, it doesn’t have a book of rules’. You cannot be offside or sent off for foul play in creativity.

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Spray dressAlexander McQueen brilliantly reinvented the fashion show in 1999 when two industrial paint spraying robots danced balletically with a model ...

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