I was asked to shoot the newest collection of Highcut Studio based in Saigon. Initially, the shoot brief asked for photos that could have been shot in a European city; featuring a caucasian model in streets resembling that of a general European town…
On the contrary, I had to point out the incredible opportunity that we were missing: We were in a city filled with so much character and life, filled by the people who had inspired and contributed to the creation of this clothing.
That could not be omitted from the shoot; Highcut had to be proud of the city and environment that had shaped it.
My approach to this shoot was to bring the unique characteristics of the city where the garments were created back into the frame. A juxtaposition of the grungy and busy city, with the minimal and foreign designs of the dresses.
We were able to create a reality which the brand found its voice in. A clothing line born in a city of contrasts; embracing its roots while maintaining its international appeal.