The POP Magazine SS 2012 editorial 'Moon Dust is Icing Sugar' is a dream of rainbow marshmallows, fluffy cakes and candy colored couture. Frida Gustavasson stars as the Queen of Candyland, showcasing upcoming spring styles by Christopher Kane, Viktor & Rolf and Valentino. The entire series is 22 pages long, creating a sickly sweet narrative of fantasy and fashion.
The editorial was lensed by photographer Daniel Sannwald. The talented artist has a masterful skill in artistic direction and composition. His works are typically theatrical, with a focus on props. The set was designed by Gary Card. Card says, " We thought it would be cool to offset some of the fashion shots with pictures of wildly adventurous wedding cakes, almost as if a cake maker from 'my fat gypsy wedding' had totally lost their mind."