Fashion Art Direction projects
Do it with your heart!
Well-tailored fashion shooting that involved 5 young models with previous interviews, deepening their thought about gender equality. Girls are empowered when they work together toward the same goal.
A young woman arrives in New York. Fascinated by the great opportunities, she forgets to take action for her career.
Twins are intriguing. We like to speculate about them. Do you dress identically? Do you have telepathic thoughts?
But, never forget: each one is a person, an individual with its own personality. Let's discover the Genuine and the Rebel...
Authenticity is a fight against utilitarianism. I believe that each person, woman or man, should express themself according to their personality. Our world needs to be more inclusive.
In fashion art direction, we deal with media and visual impact, so authenticity is on trial. However, there is a way of directing a photo shooting respecting the model, the client and myself. Usually, I like involving the models as much as it is possible in my concept. When they start thinking by themself, I love it! They are not mere objects, they do think! They are part of the team. When I'm working this way, the models integrate the concept better and, during the shooting, they react with authenticity accordingly to the script. It is an arduous but more respectful way of working.