YEAR
YEAR
YEAR
2026
2024
2024
ROLE
ROLE
CREATIVE DIRECTOR
STYLIST
CREATIVE DIRECTOR
STYLIST
SERVICES
SERVICES
SERVICES
CONCEPT
CREATIVE DIRECTION
CASTING
PRODUCTION OVERSIGHT
STYLING
CONCEPT
CREATIVE DIRECTION
CASTING
PRODUCTION OVERSIGHT
STYLING
HOLDING IS A FASHION CAMPAIGN DEVELOPED FOR AYANA'S SS26 TRANSITIONAL COLLECTION. BUILT AROUND THE OBSERVATION THAT WOMEN ARE CONSTANTLY CARRYING, ORGANISING, AND HOLDING THE WORLD AROUND THEM, THE PROJECT REIMAGINED EVERYDAY OBJECTS AS EXPRESSIONS. INSPIRED IN PART BY MAIRA KALMAN'S POEM WOMEN HOLDING THINGS, THE CAMPAIGN EXPLORED THE EMOTIONAL AND PRACTICAL WEIGHT OF MODERN WOMANHOOD THROUGH A PLAYFUL VISUAL LANGUAGE. SET WITHIN THE STREETS OF CAPE TOWN, THE IMAGERY COMBINED EDITORIAL RESTRAINT WITH MOMENTS OF SURREAL EXCESS, TURNING GROCERIES, FLOWERS, HANDBAGS, AND OTHER PEDESTRIAN OBJECTS INTO SYMBOLS OF CONTEMPORARY LIFE. THE RESULT WAS A SOPHISTICATED VISUAL NARRATIVE BALANCING HUMOUR, MOVEMENT, AND FASHION WITH A QUIET OBSERVATION ON FEMININITY.
PHOTOGRAPHER
ZANDER OPPERMAN
DOP
RAEES HASSAN
HOLDING IS A FASHION CAMPAIGN DEVELOPED FOR AYANA'S SS26 TRANSITIONAL COLLECTION. BUILT AROUND THE OBSERVATION THAT WOMEN ARE CONSTANTLY CARRYING, ORGANISING, AND HOLDING THE WORLD AROUND THEM, THE PROJECT REIMAGINED EVERYDAY OBJECTS AS EXPRESSIONS. INSPIRED IN PART BY MAIRA KALMAN'S POEM WOMEN HOLDING THINGS, THE CAMPAIGN EXPLORED THE EMOTIONAL AND PRACTICAL WEIGHT OF MODERN WOMANHOOD THROUGH A PLAYFUL VISUAL LANGUAGE. SET WITHIN THE STREETS OF CAPE TOWN, THE IMAGERY COMBINED EDITORIAL RESTRAINT WITH MOMENTS OF SURREAL EXCESS, TURNING GROCERIES, FLOWERS, HANDBAGS, AND OTHER PEDESTRIAN OBJECTS INTO SYMBOLS OF CONTEMPORARY LIFE. THE RESULT WAS A SOPHISTICATED VISUAL NARRATIVE BALANCING HUMOUR, MOVEMENT, AND FASHION WITH A QUIET OBSERVATION ON FEMININITY.
PHOTOGRAPHER
ZANDER OPPERMAN
DOP
RAEES HASSAN
What do women hold?
The home and the family,
And the children and the food,
The friendships,
The work,
The work of the world,
And the work of being human.
The memories,
And the troubles,
And the sorrows,
And the triumphs,
And the love.