This Eytys SS16 campaign really caught my eye when I first saw it. Maybe because it includes everything that I love: great clothes, great models, great photography!
Creative director of the brand, Max Schiller, believes that, “less obvious locations often generate more interesting images” – a philosophy which has led him to the likes of Ukraine and Israel for previous campaigns.” I totally agree - it’s so refreshing to see designers who want to portray more cultural diversity in their campaigns! (Dazed)
For SS16 the brand headed to Johannesburg on a mission to reverse the “troubled way that large African cities and their inhabitants are often portrayed.”” (Dazed)
Schiller worked with photographer Kristin-Lee Moolman in her hometown of Johannesburg, with the aim of creating raw, truthful images which demonstrated local talent, as well as boasting the new Eytys collection. “The result is a series of colourful images which spotlight the thriving creative underbelly of Johannesburg. Featuring the work of local designers alongside Eytys’ footwear, Moolman saw the shoot as an opportunity to “look at the people we knew were doing interesting things as well as our favourite models”.” (Dazed)
To top it all off, Moolman is one of my favourite photographers of the moment…watch this space!
TEXT CREDIT: Eva Klein for PAPERBOATS.me
March 23, 2016
Labels: On track, May I introduce