Every collection of the Munich-based fashion label A Kind of Guise is inspired by a certain theme. An intense implementation with this subject is the core aspect of our art direction and collaboration with the labels founder Yasar Ceviker. Diving into new and unknown fields creates an exiting process of exploration and lets impressions from this field be adapted in every aspect of the collection, whether fashion or visuals.
The Summer 2017 collection is inspired by the Adriatic coast of Italy, an area extremely popular with German tourists. The atmosphere in this particular part of italy is known to be very relaxed and suited for camping holidays, giving the region a down-to-earth and sympathetic flair. Special attention is payed to the label’s invitations to the showrooms in Paris and New York, which present an authentic yet playful teaser and approach to the collections theme. Aligning with the camping-theme we delevoped a car air-freshener tree and invitation mailing, resembling an advertisement for a classic package holiday. The showrooms themself were garded by typical flagpoles, as found in front of many camping sites and amusement parks.
During the late Summer of 2016 we produced and photographed the campaign to the collection on one of the most popular camping sites in italy. The on-location production gave us the possibility to capture the atmosphere and spontaineously develop ideas. The interaction within the camping site is authentically reflected in the collections lookbook images.
Photography: Yasar Ceviker, Maximilian Schachtner