Last January, OAMC presented the FW21 collection composed of a series of garments inspired by the work and words of American painter and graphic artist Robert Rauschenberg.
Today, the Canadian brand founded by Luke Meier in 2013, introduces the campaign dedicated to FW21 shot by Danish photographer Lasse Dearman.

As well as the construction of the collection, the campaign starts by drawing inspiration from the words spoken by Robert Rauschenberg about photography and his way of conceiving it: “I think of the camera as my permission to walk into every shadow or watch while any light changes. Mine is the need to be where it will always never be the same again… Photography is the most direct communication in nonviolent contacts”.

Dearman’s work is extremely personal, direct, almost voyeuristic, and he chooses to differentiate the shots within the campaign shot in Copenhagen: some models look into the camera as if they were surprised by the presence of the camera but at the same time aware, in a game of cognition with the observer; others have their gaze turned elsewhere, downwards or towards the horizon in a sort of perpetual waiting. 

It is equally evident how the clothes are in stark contrast with the architecturally rigorous settings of the Danish capital. The theme of contrasts returns also in the looks present in the campaign and in the collection: different materials, different colors and techniques underline this “disagreement” that is only from a visual point of view.

OAMC’s FW21 is available online at the Canadian brand’s website while below you can take a look at the campaign photos shot by Lasse Dearman.