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The Rayne Fall 2012 campaign is full of dark magic. Inspired by African witchcraft rituals, the images center around a female who happens to be the creator of life. Yet the life that is brewing in her may not be for the good. This evil element gives the fashion an edge that many who have embraced the Goth and grunge style will appreciate.
Shot by photographer Steve Marais on the outskirts of Johannesburg with art direction by Colin O’mara Davis, the Rayne Fall 2012 campaign is titled ‘Bride of Zion.’ It stars lead singer Eve Rakow of The Frown, whose music is featured in the short film accompanying the photoshoot. The South African musician was styled by Jessica Lupton.