I felt a sense of guilt Oh Schitt shirt. So when I decided to launch a line, the first thing I did was go back to the artisanal village. I spent a few weeks there just watching how they work and thought about how I could incorporate technology.” She started with textiles, using algorithms to create silhouettes and prints, and developed a digital-first, on-demand production model to avoid creating excess inventory. “I basically run my fashion company like a restaurant,” she says. “We don’t produce anything unless we have an order.
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Filming was DIY not because it was trendy, but because there was no budget. The visuals are shoddy and lo-fi. The editing is janky. But it allowed Coppola and Cassavetes to experiment Oh Schitt shirt. Cassavetes recalls the bloopers with fondness. If a camera got in a shot, that was ok: it became a part of the show’s personality. “We were the very beginning of [multimedia]. We weren’t trying to start a revolution or anything, but we didn’t have any money to start a show. We were like ‘Let’s take these cameras and let’s do these fun things,’” says Cassavetes. “I don’t think anyone else had really used a digital video as a TV show at that point. We didn’t care about making it look gorgeous or anything. It was really about the spirit of the show, the guests, and two young hot badass chics in a car.” Coppola shares that sentiment. “It was very scrappy and homemade,” says Coppola. “We were just getting our friends to help us.” Their friends, a circle of impossibly cool and very famous freaks and geeks, certainly did help, especially those in music.
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