VIRTUAL REALITY CHECK
With FORMÉS, we decided to shoot the editorial on the locations nearby Narva, the hometown of the brand and its founders. These are the places remembered from childhood, which played a conceptual role in the DNA of the brand*.
In a Search of Integrity* we looked at these places as the starting point through the lenses of both nastalgic memories and the ideas representing the moment of nowness**.
* ‘Searching Integrity’ is the title of the collection shooted.
** According to the words of the brand founders: ‘The fundamentals of FORMÉS are inspired from the origins of the brand founders - life on the border of times, countries and mentalities: what it means to be born in Estonia at the times it was still a part of the Soviet Union, having Russian roots, and living in the times of world globalization.’
Art direction, set design, production
In collaboration with photographer Johhan Kööp aka @kanaliha and FORMÉS Team
Aug 2020 / Narva, Estonia