I love tie dye.
I love the patterns you can create from the way the fabric is tied. But the most exciting part is the reveal. How the colours have worked in conjunction with the tying; did it work as intended or are the outcomes completely different.
This element of surprise if very freeing to me and I like the element of being somewhat in control but as you wait for the 24 hours to lapse you never really know what the finished piece will look like until the big reveal. But what is more exciting is that each piece, in this case the T-shirt,is completely unique, never identical to one another.
This inspired me to create my own capsule collection of tie dye T-shirts that allowed me to experiment with colour and add a screen print with my slogan on for a different aesthetic to my designs overall from previous collections. We Are Here, no longer hidden behind the brand message but out there for all to see.
After the printing had been completed I had to plan the fashion shoot. Here I would be the photographer; wishing myself back to my degree days where I fantasised about being a fashion photographer, seeking inspiration from the likes of Corinne Day, The Face amongst many other sources.
The inspiration was my teenage years, 90’s grunge with the backdrop being Brighton. The models both live here so it made sense to shoot down there utilising the beach area and pier.
I can’t thank the models enough, Sheri and Meera, who both did the shoot for free because they are both of mixed heritage and understood what the brand is about, empathising with my personal narrative having experienced many of the same scenarios.
They made the shoot easy and I was so happy with the visual outcomes. They both look amazing and their own personal aesthetic works so well with tie dye tops and overall styling.
Luckily not much touching up was required just adjusting the lighting and saturation. Then to create the campaign images. Flicking through the pages of a few fashion magazines, I borrowed their simplistic compositions with the focus being on the clothes and just simple text.
I think it all works, I hope you like them too.