Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Collater.al Contributors · 4 years ago · Art, Style

Taking the identity launched with its last campaign a step forward, Eytys brings back the bold and straight-forward style typical of 70s advertising.

“You can’t have my number but you can have my Eytys jeans” debuts a blonde sassy girl, “You can’t have my package but you can have my Eytys jeans”, says a hot bud with blue eyes, and also, “You can’t have our cocks but you can have our Eytys jeans”.

And so they go on with followers, children and oysters.

They’re the captivating videos from the last Eytys campaign, realized in collaboration with London based Buffalo Zine. Second collaboration for the two parties, launched in occasion of the beginning of ready-to-wear apparel production last year. While the last campaign was bidimensional, this year is all about moving image, with a series of intriguing videos of a short duration and very social-media friendly.

The magazine’s editor-in-chief, Adrián González Cohen, declared having deliberately taken inspiration from 70s ads: explicit messages and characters of an incredible ease. The ads, in fact, leave little to imagination: they begin with a tight frame on the narrating character, to then enlarge it on the full body wearing the denims in question. Right like in ads of the 70s, protagonists are good-looking and confident, but more important of the way they communicate is what they are showing: models are good-looking but even more is the product they are wearing.

Vintage inspirations are no news when speaking about the Swedish brand: starting from the name Eytys, pronounced 80s but spelled with a Y referring to generation Y grown up with MTV and workwear aesthetics belonging to 90s Californian style. These are at the core of the brand’s inspiration.

La campagna Denim FW18 di Eytys | Collter.al3

Launched in Stockholm in 2013 by Johnathan Hirschfeld and Max Schiller – childhood friends, of whom one undertook a business path, while the other grew up under the wing of Jonny Johansson, Acne Studios co-founder – Eytys was born with the production of a single product: “Mother”, the unisex sneaker with a rubber thick sole and a super minimal look. A simple shoe, representing for Schiller (former eBay addict always on the search for 70s Vans and Converse, because with a better sole) the perfect shoe you can always buy and wear. Immediately, the shoe became a cult within the streetwear world and the brand expanded its production to other shoes models of the same success, like the Angel, with a majestic, to say the least, sole.

La campagna Denim FW18 di Eytys | Collter.al4

From 2017, the brand evolves with the production of apparel, with a capsule collection of 12 five-pockets unisex jeans, proposed again this year. Among the key pieces, denim with robust contrasting seam and tartan pants with medium-high waist. Benz, Boyle and Cypress are the three main types, deliberately inspired to the American workwear typical of the east LA style. The materials are researched and, other than the Japanese wool twill and the Belgian industrial nylon, they also boast a range of stock denim found in a Hong Kong mill.

Also the jeans, like the sneakers, are unisex. The ads, in fact, aim to show how the same product can give nerve and sensuality to both genders, maintaining a baggy but bold fit that perfectly adapts to all body shapes.

La campagna Denim FW18 di Eytys | Collter.al 2
Eytys Jeans AW17 Campaign

Schiller attributes the unisex nature of the brand to Swedish political climate (ranked the fourth most gender-equal country in the world by the Economic Forum) and to its personal taste, according to which womenswear doesn’t need to be a cuter version of the original product.

“There’s no reason why clothing or sneakers should be gender-specific”

says the founder. One of his favorite brands is Cèline, which he finds very masculine but is intrigued by how a woman clod in the labels garments comes across as confident and sexy. “Instead of looking ‘cute’ and feminine, she looks powerful”. And it’s the confidence the brand aims to infuse through product design and the way this is later promoted.

As communicated within its own campaigns characterized by strong, consistent branding, Eytys makes the key pieces of modern wardrobe: sneakers and denim of a timeless look.

Text by Enrica Miller

Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising
Art
Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising
Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising
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Isabella Ståhl has returned to the North

Isabella Ståhl has returned to the North

Tommaso Berra · 5 days ago · Photography

Isabella Ståhl is a Swedish photographer who found herself rediscovering the landscapes of her childhood after traveling all over the world, starting from Stockholm to New York, Paris and Berlin. The North represents the cardinal point from which she initially moved, returning once she honed her artistic maturity, which allowed her to look at the rural, melancholy landscapes of her childhood in a new light.
In Isabella Ståhl’s photos, nature with its vast fields and wild, untamed animals shrouded in fog, which also hides everything else in the landscape like a white blanket, dominates. The extraordinary loneliness of the compositions and the melancholy that enters straight into the viewers’ eyes are two of the main characteristics of the work of Ståhl, an established photographer who has collaborated with some of the most important international brands and publishers during her artistic career. Her ability is not only to be able to build a story behind the moments she chooses to shoot, but also to return like physical sensations of warmth, coldness, and chills that make everyone who stops to look at the photographs a protagonist.

Isabella Ståhl was recently a guest artist in the group exhibition ImageNation in New York, March 10-12, 2023, curated by Martin Vegas.

Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl | Collater.al
Isabella Ståhl has returned to the North
Photography
Isabella Ståhl has returned to the North
Isabella Ståhl has returned to the North
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Cecilie Mengel’s photos are an inner dialogue

Cecilie Mengel’s photos are an inner dialogue

Tommaso Berra · 4 days ago · Photography

One only has to listen to the conversations that arise inside Cecilie Mengel‘s head to imagine how they might be represented photographically. The Danish artist and now resident in New York makes shots that are inner dialogues born from the stimuli she herself receives from her surroundings and the people with whom she experiences very everyday moments.
The result is an artistic production that is marked by a strong variety in subjects and settings, as well as in style, sometimes documentary, other times closer to a certain posed and theatrical photography. They range from shots stolen in the home during a conversation to details of a can of Heinz sauce found in the glove compartment of a cab, all reconstructing a common, everyday story.
Cecilie Mengel’s technique also reflects this same idea of variety. In fact, the artist combines digital and analog photography, in other cases post production adds graphic marks to the images. The lights are sometimes natural other times forcedly created with flash, creating a sense of the whole that is perhaps less homogeneous but rich in personal suggestions and recounts.

Cecilie Mengel was recently a guest artist in the group exhibition ImageNation in New York, March 10-12, 2023 curated by Martin Vegas.

Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel | Collater.al
Cecilie Mengel’s photos are an inner dialogue
Photography
Cecilie Mengel’s photos are an inner dialogue
Cecilie Mengel’s photos are an inner dialogue
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Diego Dominici and the veil of Maya

Diego Dominici and the veil of Maya

Giorgia Massari · 4 days ago · Photography

A delicate, almost transparent and imperceptible veil floats before our eyes and filters reality, which becomes subjective and never absolute. The philosopher Schopenhauer called it “the veil of Maya,” that impediment that prohibits man from experiencing reality, that deludes us into thinking we know Truth. Photographer Diego Dominici places it between the viewer and his subjects, transforming it into the actual protagonist of the Atman and Red Clouds series. The figures – men and women – are trapped in the veil, struggling with it trying to escape, clinging tightly to it, trying to penetrate it; in other cases, instead, they welcome it, lying down and conforming to its persuading softness. The viewer is only allowed to catch a glimpse of the shapes of their naked bodies and their bones imprinted on the surface, in a dance of light and shadow that convey sensuality and loneliness at the same time.

Diego Dominici attempts to break the two-dimensionality of photography, creating two planes of depth: the one dictated by the fabric and its ripples and the one in which the subject is placed. The viewer’s eye is led to move continuously over the surface, trying to overcome it and thus reach the subject and its forms therefore, in other words, the Truth.
The analogy with human psychology is stated by the photographer who wants to “rip apart two-dimensionality to investigate the tangles of human interiority.” As in his shots, human beings can choose to be lulled by the veil of illusion, be caressed by a fictitious reality and stand firm on their point of view, or they can choose to break it, thus reaching the other side and look at reality from another perspective. The fabric, or rather the veil, becomes the emblem of relational barriers, those obstacles that come between us and others, which prevent us from understanding the motives of others and create unbridgeable distances. At the same time, the veil becomes part of us, a kind of wrapping that envelops and shapes us, preventing us from going beyond it. But, as Schopenhauer said, the veil of Maya must be torn down, ripped open like a Fountain’s canvas, human must shed the envelope like a snake changing its skin, in order to open up to the other. After all, what is love if not “the cancellation of the ego, the collapse of all conscious discrimination and the renunciation of all methodical choice?” said Salvador Dali in My Secret Life. Diego Dominici’s works thus invite deep intimate reflection but, thanks to his carefully curated aesthetics, they can also simply satisfy the eye and appear as sensual works, in which the veil becomes a prelude to intimate pleasure.

Diego Dominici | Collater.al
Diego Dominici and the veil of Maya
Photography
Diego Dominici and the veil of Maya
Diego Dominici and the veil of Maya
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6 photos to discover the magic of Rodney Smith

6 photos to discover the magic of Rodney Smith

Tommaso Berra · 1 day ago · Photography

He was first a great teacher, educator and essayist, then also a great photographer, who linked his career to portraiture and later to the world of fashion. Over the course of his career Rodney Smith (1947-2016) depicted meticulously constructed, humorous, paradoxical, romantic and funny scenes, which will now be collected in a volume entitled “Rodney Smith: A Leap of Faith,” containing more than two hundred photographs – some previously unpublished – just acquired by the J. Paul Getty Museum.
The project and the Getty acquisition trace a creative trajectory that has made fantasy and elegance a true photographic strand. Viewers are invited to activate a comparison with the Surrealist René Magritte, the painter who comes closest to Rodney Smith in themes and subject matter, as Getty Museum curator Paul Martineau describes Smith: “…like Lewis Carroll’s Alice in Wonderland, his photographs lead us down the rabbit hole to a fantastical place that is just beyond our reach but one intended to inspire us to be better versions of ourselves.

Collater.al has selected six of Rodney Smith’s most beautiful photographs, A Leap of Faith, the impression is that of frames from a fantasy film or scenes from a great costume musical, with the protagonists dancing and kissing over the roof of a yellow New York taxi cab.

Rodney Smith | Collater.al
Figure 1 Twins in the Tree, Snedens Landing, New York, 1999 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
Rodney Smith | Collater.al
Plate 41 Self-Portrait with Leslie, Siena, Italy, 1990 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
Rodney Smith | Collater.al
Plate 86 A.J. Chasing Airplane, Orange County Airport, New York, 1998 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
Rodney Smith | Collater.al
Plate 110 Reed Leaping Over Rooftop, New York, New York, 2007 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
Rodney Smith | Collater.al
Plate 115 Wessel Looking Over the Balcony, Paris, France, 2007 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
Rodney Smith | Collater.al
Plate 126 Edythe and Andrew Kissing on Top of Taxis, New York, New York, 2008 © 2023 Rodney Smith Ltd., courtesy of the Estate of Rodney Smith
6 photos to discover the magic of Rodney Smith
Photography
6 photos to discover the magic of Rodney Smith
6 photos to discover the magic of Rodney Smith
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