ART DIRECTION FOR A PHOTOSHOOT THAT IS QUESTIONING BEAUTY STANDARDS BY PLAYING WITH ELEMENTS OF DISGUST AND ODDITY.
A university project that plays with the feeling of oddity and surprise. The self-created collection combines opposites by taking inspiration from the biography of the actor Paul Newman, unattractive food, and displaced forms. Being idealized as the ‚perfect’ man throughout his whole career, Paul Newman gave his life another direction by becoming a race driver after his 60ies. That interesting part of his biography has been perceived with surprise and non-understanding. Highlight that conflict, as well as challenging his confirmative beauty, elements of disgust and displacement are being added.
The editorial and the logo pick up the round shapes to create a connection with the garments and build an interesting dynamic between conformity and conflict.
Directing the photoshoot I decided to reference unappetizing food that played an important part in the research process. The location is set in the backyard of a club that is part of an old factory site. Incorporating those normally unseen objects and places underline the feeling of oddity.
Click here to see my sketchbooks and the collection development.