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Beckmans College of Design project / Fashion Campain

BRIEF
Create a visual concept and design profile for a wonderful spring collection by the designer Maria.

BACKGROUND
Maria was bored about all those mainstream mama clothes and came up with this nice "nature-punk" style. A collection made by a mix of secondhand pieces and natural textiles. Me and Anna Sporrong came up with the concept.

SOLUTION
Putting the clothes in the nature surroundings and giving it a surrealistic touch. Visualizing the surrealistic and dreamy thing about carrying a baby or giving birth. Finding the right photographer was fundamental. We did.

MY ROLE
Art Director together with Anna Sporrong

TOOLS
Lots of tree branches, tulips and a drill machine.

PHOTOGRAPHER
Åsa Tällgård

AWARDS & HIGHLIGHTS
Young Swedish Design Award, 2004 (10.000 sek)