'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.

Free The Spirit Within - Chloe Campaign idea for AW 25/25 by Art Director Kim Ryan

Style is Timeless, fashion is transient.

Something old, something new, something borrowed and all from Chloe !

Kim Ryan a student on my recent evening class short course developed this campaign idea for stills and film to launch Chloe's new collection for AW25/26 and also acknowledge the value of vintage Chloe and the provenance of quality luxury brands for the next generation. 

The goal to reflect the reality of our wardrobes and styling, where each season we amalgamate new with existing items. The idea of new to you is the future, the inheritance items our family will cherish to attain timeless style and value our clothes. Emotional connectivity with our clothes is something we find in vintage luxury. The vintage sustainable fashion market is booming, the economy is stagnant, ripe for consumer innovation and fashion content creators can do alot to communicate the potential styling fun we can have exploring thye sustainable fashion market. 

In my opinion there is not enough collaboration between fashion editors and sustainable brands , to promote sustainable style mind sets and make it cool to blend old and new as a style ideal.

Art Direction © Kim Ryan

Creative direction - Schelay McCarter.