Superstar

The MAMAMA Fall 2013 Collection is Photographed in Motion

By: Emilie Picillo - Published: Oct 24, 2013 • References: mamama.tictail and mamama.tictail
The MAMAMA fall 2013 collection show cases its brand in a series of gifs. Gifs have yet to be seen in fashion editorial shoots or campaigns and makes this particular brand stand out from the competition. Each photo communicates a mix of static and motion that adds drama and a focal point.

Some photos contain vintage TVs with flickering static, type writer with punching keys, spinning fans and flashing lightbulbs. The whole editorial is light in pastel colors of pink and green; the fashions, on the other hand, are a mix of black and white on color graphic tees.

An excellent photographer makes all the difference, and this is why MAMAMA took on photographer Antoine Truffaut. MAMAMA uses a variety of materials and graphics as works of art and the photographic techniques communicate this idea.