We’ve been doing the occasional jobs and commissions in art direction and design and writing and and and over the years, and slowly, slowly one might be tempted to call it a studio in its own right. One of the more exciting projects has been to develop an advertising strategy for the New York fashion brand tsesay, the younger sister of the renowned cashmere label TSE, which once had Hussein Chalayan as its creative director.
With tsesay positioning itself between high-end design and street culture, we proposed to emphasize the heritage of New York in the graphic language of the campaign by introducing a background layer that features cityscapes of NYC (which, as a nice democratic touch, were actually resourced from mostly non-professional photographers) to be juxtaposed with the fashion images. This can and will be played out in various ways over the next seasons, of course, but we’re so pleased with the results of the first campaign for the current Autumn/Winter collection, which draws upon themes of warmth and comfort during the cold months, illustrated by a delicious inside / outside visual overlay.
Art Direction: mono.studio
Photography: David Fischer
Styling: Syria Bellisario
Hair & Makeup: Julie Skok
Model: Dina / Izaio
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