Ffasiwn at National Museum Cardiff: A Decade of Community, Creativity and Collaboration
A major new exhibition celebrating ten years of collaborative, community-led image-making is set to open this spring in Cardiff. Ffasiwn brings together the powerful photographic work of French artist Clémentine Schneidermann and Merthyr-born creative director Charlotte James, marking a significant milestone for their long-running project It’s Called Ffasiwn.
Running from 23 May until April 2027, the exhibition showcases an expansive body of work created under their joint studio, Bleak Fabulous. Rooted in a shared passion for photography, fashion and grassroots creativity, the project has evolved into a deeply engaged collaboration with young people across the South Wales Valleys.
Reimagining the Valleys Through Youth Creativity
Since 2015, Schneidermann and James have worked alongside the same group of young collaborators from Blaenau Gwent and Merthyr Tydfil. Together, they have produced striking images that blur the boundaries between documentary, portraiture, fashion and performance.
Rather than documenting the region in traditional terms, Ffasiwn offers a reimagining—one shaped by the imagination, identity and creative expression of its younger generations. The resulting photographs challenge long-standing perceptions of the Valleys, presenting a bold, stylised and deeply personal visual language.
Schneidermann reflects on the journey:
“It is very special for us to have our project celebrated at the National Museum Cardiff, which started as a grassroots project and developed as an epic collaboration. As the project reaches this milestone anniversary, we are thrilled to exhibit it in Wales for the first time in its entirety, featuring nearly sixty prints, films, and publications.”
From Grassroots Workshops to Museum Walls
A defining aspect of It’s Called Ffasiwn lies in its participatory approach. Ahead of each photoshoot, Schneidermann and James led creative workshops, equipping participants with skills in sewing, styling, photography and set design. These sessions encouraged hands-on involvement, allowing young people to shape not only the aesthetic of the images but also the narrative behind them.
The exhibition traces this evolution—from early works created during Schneidermann’s artist residency in Abertillery to more recent, ambitious collaborations. Alongside nearly sixty photographic prints, visitors will encounter films co-created with the participants, including behind-the-scenes footage that reveals the project’s process and spirit.
These films are housed within a specially designed installation: a reimagined working men’s club that evokes the vernacular architecture and social spaces of the Valleys. The setting offers a surreal yet familiar backdrop, deepening the connection between place, memory and creative expression.
A Personal Connection to Place
For Charlotte James, the project carries a deeply personal resonance. Raised in Merthyr Tydfil, her creative practice is closely tied to the communities of the Valleys. Much of her work draws on family, friends and local networks, exploring new forms of collaboration across fashion, film and participatory art.
This sense of authenticity and lived experience underpins Ffasiwn, grounding its experimental visuals in real relationships and shared histories.
Continuing a Legacy at Amgueddfa Cymru
While this marks the first time It’s Called Ffasiwn is presented in full in Wales, the work of Bleak Fabulous is already familiar to audiences at Amgueddfa Cymru. Their photographs have previously featured in exhibitions such as The Valleys (2024), The Rules of Art? (2021), and Women in Focus (2019).
Following the success of The Valleys exhibition, Ffasiwn continues the museum’s commitment to showcasing contemporary Welsh photography and amplifying community-driven narratives.
Curator Bronwen Colquhoun highlights the significance of the show:
“We are thrilled to be presenting Ffasiwn in the photography gallery at National Museum Cardiff. Photographs from the project have featured in exhibitions we have staged in the past, but this presents an opportunity to trace the evolution of the work over ten years, to show never-before-seen photographs, and to celebrate all that Clémentine, Charlotte and the young people have achieved through this collaboration.”
A Celebration of Collaboration
At its heart, Ffasiwn is more than an exhibition—it is a testament to the power of long-term collaboration, creative empowerment and community storytelling. By placing young voices at the centre of its vision, the project offers a compelling alternative narrative of the South Wales Valleys: one defined not by stereotypes, but by imagination, resilience and style.
Ffasiwn opens at National Museum Cardiff on 23 May 2026 and runs until 4 April 2027. The exhibition will operate on a Pay What You Can basis to welcome as many visitors as possible to the exhibition. For more information and to book tickets, visit the official website of Amgueddfa Cymru.
