Sunday, January 6, 2013

STREET STYLE CAMPAIGN "I am you, you are me"

The collection, ”I Am You, You Are Me” is named after the traditional interpretation of the Mayan greeting, “In Lak’ech”. “I Am You, You Are Me” in Mayan tradition is the basis for a way of life, an acknowledgement of an intimate connection to all life in and beyond the physical dimension in which we exist. This sacred belief of a unified existence is the essence of the collection and is subtly carried through each piece.

The campaign incorporates the tongue in cheek side of the Cynics, with a quirky take on its deeply spiritual inspiration for, “I Am You, You Are Me,” but it also presents a very real modern reality, that we are all virtually connected and effected or inspired by one another’s actions no matter how simple. The marked way in which we express ourselves through clothes and accessories can define our identity and influence others all around the world, so powerful is our connection and admiration for one another.

Four key fashion looks that were filtered through the collection: bights, pastels, edgy and multi-tone. Prominent Australian street style photographer, Byron Spencer, shot the campaign with Carmen Hamilton of Chronicles of Her and Vogue Spy Style, Brooke Lazarus of The Topknotter and Emily Fang of Little Black Book as his ‘street style’ models. The photo shoot took place around the instantly recognisable, previous home of Mercedes-Benz Fashion Week Australia, The Overseas Passenger Terminal at Circular Quay.