When viewers miss the concept of art, its often because they are looking at the subject, and not at the art. For example, in an art museum, a viewer might describe a Salvador Dali as a painting of melted clocks, or a Marc Rothko as a painting of colored squares. It's accurate, but it ignores the gross cultural context, and misses the message of the piece, and all of the deliberation and intricacies that go into crafting that message.
I am frustrated when people describe some of my fine art work as "fashion photography" or "a pretty girl in sexy clothes." That may be the subject of the image, but there is a larger cultural context. I understand the misconception: we see images of beautiful women around us everyday, every minute, and it is almost always in advertising. These images are used to sell us clothes, products, and most importantly, a more desirable image of ourselves.
"Unfashion" is a process of my practice. I frequently create clothing and outfits specifically for shoots, and destroy them afterward. The clothing does not exist outside the image. To me, this is the highest form of anti-fashion, because I am not trying to sell anything. I am creating a character, one which cannot be mimicked, only described.
I feel a special connection to Rene Magritte: it's not a pipe if you can't smoke it, and it's not fashion if you can't wear it.