Brands: CLOTTEE (Juicestore)
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SUPERDRY

Creative Director & Stylist: IG: @moderngypsy

www.gypsylabels.com

Photographer: IG: @jaysonxpalacio

www.jaysonpalacio.com

Models: #1 IG: @michaelucian0 #2: @animalcrossingfornintendods
Editor: IG: @bonitaapplejen

I am stoke to have had the opportunity to work with CLOT for the collaboration of Clottee x Superdry as the creative director for their cutting-edge look book. I was asked to approach this project with a certain mindset. We wanted to show the importance of being open to multiple interpretations in life that follows the voice within. Allowing you to overcome any external limitations. This is interpreted with the bold contrasting colors and multi-textual aspects used on the “Dry Vs. Wet”.”

In retrospect, people get lost in the idea of "finding themselves". What they don't realize is that they are not lost. Your true self is right there, buried under cultural conditioning, other people's opinions, and inaccurate conclusions you drew as an adult that became your beliefs about who you are. "finding yourself" is actually returning to yourself. An unlearning, an excavation, a remembering who you were before the world got it's hands on you.

 I knew exactly how I wanted to portray the products. It was vital for me to come up with a theme. My mission was to tell a story visually that transcends far beyond words. I wanted to add feel to it. I wanted viewers to understand the theme and message behind the lookbook without having to read the bio for further clarification. I decided to transform my client's brief into a story that represents real characters and personalities. I wanted the models to have an edgy attitude type feel to them. I wanted them to showcase a carefree, adventurous, imaginative, curious, broad-minded, conscientious and most importantly, confident, vibe. I feel it represents a strong sense of self. These qualities are parallel to the mindset and lifestyle of a child. Ya know that stage in life where you’re starting off fresh in a mysterious but broad world. I feel like this is when you are the most authentic. Living life without fear of repercussions and full on happiness. These traits were expressed by the model’s rebellious demeanor and youthful care free poses. I felt like the images captured at a very high or very low angel sporadically throughout the project brought that feel visually. The effect of the low-angle shots is that it makes the subject look stronger and powerful. The fact that these boys have the ability to follow their inner voices from within truly represents a strong force to be reckon with. I personally believe that when creating, or just generally making choices in life, it’s important to follow that gut-feeling backed up with immense passion. In the end everything will inevitably flourish together.

I wanted to end this post with a special shout out to the editor & chief of Yohomagazine, Memphis & the client, for solely believing in me and trusting me with this project. I also wanted to give a big shout out to my superpower team for making shit happen with such a short notice (2 days). I am incredibly proud of what we were able to concocts.

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