We are in the midst of the 14th Sydney Design 2010 (31 July-15 August) with a city-wide program of more than 70 events and activities supported by the theme ‘tell us a story’. The SD10 program is produced by the Powerhouse Museum in partnership with over 50 cultural institutions, organisations and individuals across town. The ‘tell us a story’ theme reveals the many captivating stories behind design ideas, objects and processes, inviting you to create meaningful conversations and connect with design on a more personal level.

One of our personal highlights include the major exhibition Creating the look: Benini and fashion photography, exploring the creative processes involved in styling, crafting and designing powerful eye-catching fashion photographs. It draws on the highly successful partnership between photographer Bruno Benini and stylist Hazel Benini from 1950 to 2000. Together, the Melbourne-based couple produced some of Australia’s most remarkable fashion images by combining styling, composition and design to craft their own unique stories.

For five decades, the Italian immigrant recorded the evolution of fashion, from the elegant couture of the 1950s through to the hippy chic of the 1960s, to the raunchy attitude of the 1970s, right up to the fit, body-sensitive era of the 1990s. The exhibition features vintage and recent photographic prints, original colour transparencies and black-and-white negatives, and biographical material, dating from the 1950s through to the photographer’s death in 2001. Creating the look unpicks the ideas, props, backdrops and locations, the tricks, technical devices and other compositional elements which inspired today’s photographers. Interviews with Benini’s collaborators including Hazel Benini, former models Jan Stewart, Janice Wakely and others, help bring the photographs to life.

On a weekend of Fashion in Action, the differences between the carefully constructed studio-based image and the growing trend of street photography were showcased. Through a live, all-day photo shoot showing the creative production behind fashion photography; from set creation, hair, makeup and styling to photography and digital darkroom techniques, visitors had the opportunity to be instant models. If you prefer to just be a spectator, you may also visit Frockstars inside Australian Fashion Week in a unique display of paperdolls and imagery.

The cream of Australian product design from the 2010 Australian International Design Awards is also currently on exhibit and offsite at Chifley Plaza, the Powerhouse Museum co-presents Workshopped 10. This annual exhibition, now in its tenth year, features emerging Australian designers who are showcasing their products for the first time on home ground.

Two popular designer markets return for SD10. Young Blood: Designers Market showcases emerging Australian designers and designboom mart features the young, avant-garde of international design in a bazaar-like atmosphere. Meet and buy direct from designers at this Friday evening and daytime markets from 13-15 August 2010. No doubt, it will be as jampacked as last year. Beware!

Not quite part of Sydney Design but still worth a look whilst you are at the Powerhouse Museum is The 80’s are back exhibition which runs to January 2011. Were the 80s just one big party or was there more going on? This new exhibition takes you back to the music, fashion, parties, politics, arcade games and the people among. A huge nostalgia trip for us that grew up in this plastic fantastic era! Unlimited entry pass to the Powerhouse Museum will set you back $20 including general admission to exhibitions, selected talks and the designer markets.

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