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HOME IS WHERE THE RAX IS
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Project type

Branding and Identity Exhibition Design Photography Editorial Photography Fashion Photography Product Photography Costume Design

Roles

Fashion Designer Industrial/Product Designer Textile Designer Design Engineer Costume Designer Brand Strategist

Project Description

HOME IS WHERE THE RAX IS (2/3)

“The concept of the shoot was based around comfort. And where do people feel more comfortable than in their own living rooms?”

“Using these locations for the sets also ties into the sustainable and handmade ethos of RAX. Capturing the small scale and slow fashion vibe through the shoot, and ensuring the project aligned with the brans pre-existing creative direction was extremely important. From there it was a matter of figuring out set designs and locations, as well as who was going to be in the shots. We kept it in the family for that as well, using friends and their houses to tie all of this together.” @2oldryer – Creative Director

Carlito’s vision behind the camera perfectly matched Sol’s intended composition. A focus on capturing a natural and comforting feeling whilst still displaying the clothing. The final images were as close to natural as possible, with slight adjustments and editing to ensure the same feeling and ambiance was expressed throughout. @carlitovsnry

3 independent creatives taking initiative, coming together, making connections and being able to express it through their own outlets!

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