The Purple Fashion Off The Black editorial is characterized by a dreary and arguably sinister mood. Model Lily McMenamy looks much like a witch in the series which was orchestrated by photographer Olivier Zahm.
Zahm chose to work with black and white finishes only, an ironic choice given the Off The Black title. He nonetheless made the apparel displayed come alive with the help of stylist Marine Braunschvig.
Executed on behalf of Braunschvig were a series of Wednesday Adams-esque ensembles. This came to the Purple Fashion fore via McMenamy's wide brimmed witch hats, elongated floor-length dresses and layered frocks. When paired with make up artist Sergio Corvacho's dark eyeliner, she looked like the prototypical image of grunge.