By giving space to each person’s body, appearance, and charisma, every piece of clothing looks different depending on the model wearing it. The same garment appears in a completely new way on each person.

During the photo shoot, my priority was to create a comfortable and supportive environment for the models to be themselves. The goal was to put the people participating in the spotlight rather than the clothes, and it was fascinating how the clothes and atmosphere made the models feel valuable.

The presentation of clothes in the media and by fashion labels creates norms that are often blindly accepted by society.

This campaign is an attempt to move beyond these norms and include people in the presentation of clothes.

Creative Direction
Sarah Schurian

Photography
Quirin Erker

Models
Ola, Núria, Klaus, Hélène,
Franz, Hai Au, Leivo, Tim

A counterplay to using people as mere wearers of clothes.

By giving space to each person’s body, appearance, and charisma, every piece of clothing looks different depending on the model wearing it. The same garment appears in a completely new way on each person.

During the photo shoot, my priority was to create a comfortable and supportive environment for the models to be themselves. The goal was to put the people participating in the spotlight rather than the clothes, and it was fascinating how the clothes and atmosphere made the models feel valuable.

The presentation of clothes in the media and by fashion labels creates norms that are often blindly accepted by society. This campaign is an attempt to move beyond these norms and include people in the presentation of clothes.