China’s largest clothing retailer HLA Jeans released a winter 2018 line of hoodies. It could have been just a simple fashion lookbook project, but such path is definitely not for harvesting attention to the brand. So neon colors were there to save the day!
The mysterious visions come alive in the number of shots, flawlessly made by Tim Tadder, who’s major is motion in its various manifestations. For this campaign light was the ace up his sleeve as a generator of action and a certain expression. That’s why evety shot looks vibrant and less static.
Now the colors — they smoothly fall on the models, merge together and transfer spectators to the parallel universe. Coming hand by hand with the peculiarities of different clothes pieces, each photo is one more light metamorphosis (too bad this effect can’t be purchased together with any item from the collection). Surely the best way to present a clothing line — to show how the material behaves in different surroundings, how fascinating it can appear. To be frank, the transparent hoodie shot is my personal favourite, thanks to the popping up mainstream culture references like something between “Stranger things” TV show and “It” movie. But, probably, this selection of photos will provoke other associations in you?
