For each artist that will be speaking at the Toffie Festival, a strange, out of the ordinary dress has been created that represents what he or she specializes in. The idea of making dresses came from the tradition of wearing costumes at festivals. A total of five artists that will be attending the Toffie festival, have been chosen: Gert Johan Coetzee, (Fashion designer), Michael Sphar (journalist and filmmaker), Jamie Oliver (chef), Leslie Iwerks (filmmaker), and Daito Manabe (Programmer, composer, DJ, computer/human interaction). Each of these artists create a different category for the festival, namely, for Fashion design, a dress was created out of measuring tapes. For journalism, the dress was created from newspapers, the chef’s dress was made out of plastic teaspoons, the filmmaker’s dress from film tape, and the Programmer/DJ made out of cd’s.
Each dress was made through the repetition of one specific material (spoons, measuring tapes etc.). This links to the fact that Pop culture functions through mass production.