Technology is a Tool not a Substitute for Living - an editorial fashion concept for Numero by Wendy Zhu AW25/26

© Wendy Zhu

Creative Direction - Schelay McCarter

Art Director - Wendy Zhu - based in China

Location - Xinzhuang Industrial Zone, Minhang District China

Photographers - Trunk Xu or @Chenman

Models - Cici Xiang - Firestorm models Shanghai - @cici_xiang or Xiao Wen Zu at Longteng models Beijing China 

Using an exclusively Asian creative team and fashion product, the fashion story that has evolved has a strong reference to the new an emerging creative youth of China who wish to engage with technological change and use it as a tool. Please check out the beautiful styling, creating a truly unique reference to the human influence on our environment, an environment that was created using technology as tools.  This concept can be interpreted in many ways. What to you see?

Copy Schelay McCarter 

Editorial fashion content shoot & film story for Glass magazine 'Where the Light Fades' by Hayley Maybury Gross

© Hayley Maybury Gross

Creative Direction Schelay McCarter CSM / Fashiontent 

The Team  

Art Direction - Hayley Maybury Gross

Location - The Codman Estate - Lincon - MA USA

Photographer - Agata Pospieszynska

Stylist - Charlie Harrington

Model - Esther Lomb - Elite

H&MU - TBC 

Hayley was a student of my 6 week online Art direction for Fashion short course in June.

Developing confidence in evolving her own unique aesthetic as a fashion art director for film and stills, we looked to locations local to Hayley as a stage set for her delightfully romantic story called 'Where The Light Fades' to show case this Fall Winter 25/26 Boho styles of beautiful florals, lace, pastel tulles, chiffons and silks by luxury brands Chloe, Dior, Givanchi, Nina Richi, Christopher Kane, Alberta Ferretti. 

Hayley is aiming to make her ideas a reality and pull together a local team to do a test shoot. 

Copy by Schelay - not AI !

'A Secret Journey' editorial shoot for THE PLANT magazine by Yuu Paradornphoungphan - location Tailand

 

Art Direction © Yuu Paradornphoungphan June 25 

Creative Direction Schelay Mccarter

Project Brief

Sustainable fashion aim to promote blending pre loved with new product with a culturally referenced story to be ideally based in home country location, using a team of local talent where possible which in this case was Tailand. This was not to discount choosing the right talent for the team and availability.