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How do you capture what happens before the world sees the finished collection?
Fashion often shows the final image: the collection, the runway, the finished garment.
But behind that final image is a very different story.
For these emerging designers, New York Fashion Week was their first professional experience on an international stage. It meant stepping out of the environment where they had learned and created, and facing the pressure, excitement, uncertainty and vulnerability of presenting their work to the world for the first time.
I wanted to show that part of the journey.
Not only what they created, but what it meant to become a designer.
That became the starting point for Euphoric & Resourcefu.
THE CHALLENGE
EUPHORIC & RESOURCEFUL
A VISUAL DOCUMENTARY EXPLORING THE EXPERIENCE OF EMERGING DESIGNERS DURING THEIR 1ST FASHION WEEK.
NYFW-CEDIM
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What does it feel like to experience Fashion Week for the first time?
Euphoric & Resourceful follows a group of recently graduated designers as they navigate the intensity, challenges and excitement of New York Fashion Week.
The project became more than a fashion presentation. It was a story about talent, friendship, resilience and the pursuit of a dream, capturing the emotional experience of a generation entering the international fashion industry during an uncertain moment.
REAL PEOPLE / REAL JOURNEY / REAL EMOTIONS
THE IDEA
THE CONCEPT
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ONE CONCEPT
DIFFERENT VOICES.
Each designer developed an individual collection with a distinct creative identity.
My role was to guide each designer in strengthening and articulating her vision while establishing a common conceptual thread across the group.
The goal was not to make them look the same.
It was to make them belong together.
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RASTROS
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CHAMOMILLE
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IN LAVENDER FIELDS
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HYSTERIA
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LOSS OF INNOCENCE
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OVER (L)OVERO
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PROJECT STAGE 51941
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VISUAL TRANSLATION
FROM CONCEPT TO VISUAL LANGUAGE
I translated the overarching concept into a visual direction spanning:
Fashion · Photography · Film · Lookbook · Digital Communication
FASHION STYLING
Silhouttes/ Textures/ Details
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PHOTOGRAPHY
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Portraits / Atmosphere / Reality
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FILM
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Movement / Motion / Narrative
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LOOKBOOK & DIGITAL
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Campaing / Social/ Promotional Assets
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A visual documentary of a generation entering the global fashion stage.
Rather than creating a conventional promotional film, we documented the experience of the designers as they navigated their first professional presentation at New York Fashion Week.
The film became a portrait of:
ambition / uncertainty / friendship / discovery / resilience / excitement
THE FILM
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THE VISUAL STORY
Their first exposure to the industry through their eyes.
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SAME STORY. DIFFERENT MEDIUM.
The photographic direction extended the narrative of the film into a series of fashion images and lookbook portraits.
I directed the photographic approach to ensure that the imagery remained connected to the emotional and visual language established for the film.
The documentary captured the designers experiencing their first step into the professional fashion world through New York Fashion Week. For the lookbook, I wanted to tell the other side of that story: where they came from.
The photographs were created at their own school, the place where these designers developed their identities, built their collections and grew as fashion designers.
By bringing the collections back into the environment where they were created, the lookbook became a visual reflection of their journey: from the place where they found their voice to the international platform where they were ready to share it.
PHOTOGRAPHY DIRECTION
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A visual editorial system designed to present the collections as part of one international story.
THE LOOKBOOK
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One conceptual framework. Multiple creative identities.
INDIVIDUAL IDENTITIES
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RASTROS
02
CHAMOMILLE
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IN LAVENDER FIELDS
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HYSTERIA
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PROJECT STAGE 51941
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LOSS OF INNOCENCE
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OVER (L)OVERO
"Different stories.
The same desire to create a new future"
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FROM IDEA TO EXECUTION
CONNCEPT DEVELOPMENT
Developed the overarching creative concept and visual narrative.
CREATIVE DIRECTION
Established the visual language connecting the designers, film, photography and communication.
PHOTOGRAPHY DIRECTION
Directed the visual approach and photographic storytelling for the lookbook.
FILM
Developed the film concept in collaboration with the director and guided the visual direction.
PRODUCTION
Participated in production and worked across the creative process to maintain consistency from concept through execution.
EDITORIAL
Directed the lookbook design and visual presentation.
EUPHORIC & RESOURCEFUL
A response to uncertainty through creativity.
What started as a challenge created by an unprecedented moment became an opportunity to give emerging designers a global platform and translate their individual voices into a shared visual story.
New York Fashion Week · CEDIM
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From visual references to the final image.
MAKING THE IDEA REAL
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