After Light and Dark AW17/18

by Marta and Eva Yarza

AWARDS:

International Fashion Film Awards, Global Excellence 2017 — Best Art Direction & Best Creative Concept nominations

London Fashion Film Festival 2017 — Official Selection

Fashion Film Festival Milano 2017 — Official Selection

Canadian International Fashion Film Festival 2017 — Official Selection

Medellín Fashion Film Festival 2017 — Official Selection

Open World Animation Festival 2017 — Official Selection

La Jolla International Fashion Film Festival 2017 — Official Selection

 

 

Mai Gidah’s AW17/18 collection “After Light and Dark”

Written and directed by Yarza Twins.

A flower blooming represents a fresh and young fashion brand that is growing into success, but not everyone is conscious that behind the golden petals are hidden numerous hours of constant hard work, failure, over effort and solitude, all represented through the chain of spines that hold the flowers together.

Mai Gidah’s AW 17/18 Campaign is an ode to today young artists who live in big cities and who find themselves trapped in the dilemma of choosing between keeping a job that gives them stability and boredom or fulfilling their inner need to create by giving all they have to create their art. We are inspired by the idea of romanticism that landscapes represent an extension of the human body, the models represent feelings and situations rather than persons, they depict our inner selves who need to be saved and believed in, overall this movie is dark, as it shows the hard work and darkness of an artist but it also maintains the light of hope for a future that will come, a road that will be drawn by his talents and efforts for a bright tomorrow in which he will succeed.

Directed by Yarza Twins

Executive producer: Fashot Agency

Music production & composition: Daniel Hunter

Vocals: Shachaf Eli Kolbar

Audio Mastering: Doug Shearer

Styling: Sato Okoro

Body Model: Waz George (Nevs)

Shoes by Grenson

Producers: Thomas Sels & Yarza Twins

Hair & Makeup: Pace Chen

Videographer: Andy Chan

Gaffer: Michael Cole

Editing supervision: Andy Chan & Michael Cole

Set Photographer: Christophe Suant

 

Special thanks to Lee Friend, Eve Dain & Oliver Barret