In an age where authenticity is celebrated on platforms like Instagram, Araks diverged from the norm for the creation of its 2015 lingerie photoshoot. Rather than aiming to have a finished product that involved Photoshop to create flawless models, the brand collaborated with companions and influencers.
The lingerie lookbook was created by giving actors, stylists, bloggers and designers a disposable camera for the purpose of capturing a roll full of raw images featuring intimates and sleepwear items. Without special lighting and effects, the images are grainy and reflect candid moments like washing lingerie in the sink, hanging it to dry or modeling it while taking a selfie in the mirror.
Despite coming from multiple contributors, as a group, the amateur photography makes a harmonious set of images.