Art Of Being Aware
For this season’s fair - which will be a digital exclusive - our friends from Paris Playtime have asked us (Kinda Magazine) to select our three favourite lookbooks out of all the wonderful brands participating in this beautiful event. We are honoured and excited about this opportunity. So today, let’s start with one of our all-time favourites which made it to the top of our list: The New Society, supported by amazing photographer David Gomez Maestre
We are intrigued by how the photos and graphic design intertwine in this publication. It matches the brand’s generally fantastic CI - but the experimental, modern use of diverse text and graphic elements, combined with soft background colours in this particular lookbook really caught our eyes and bring the brand's vision to another level yet.
Spacious full-page images are juxtaposed with collage-like multipicture displays, thus referencing analogue contact sheets from earlier times. In their modern re-interpretation here, they add some great dynamics. It’s almost like we’re watching still images from an enchanting film. Catching calm and earnest as well as many playful moments, the photography is easy-going. The slightly desaturated and warm look gives the images a soft and friendly appearance, thus evoking the comfortable feel of the materials and complementing the collection’s subtle colour palette extremely well.
Produced in the studio, the predominantly white setting is simple and calm but not boring, since the shapes and colours of the chosen props add a beautiful extra layer and depth without taking too much attention. And who is this charming boy? With his relaxed attitude, switching from cool-relaxed to playful-silly with total ease, he is a true champ. We know it’s not easy to interpret a whole collection by oneself - especially at 8 years old. Dylan, you can count us among your fans from today!
In short: the beautiful combination of all the above-mentioned aspects really makes this collection shine. The New Society keeps inspiring us again and again.
Art Of Being Aware
CAPTURED BY David Gomez Maestre
STYLING AND CREATIVE DIRECTION BY Miguel Padial
STYLING ASSISTANT Esther Martinez
HAIR & MAKE UP BY Elena Tebar
PRODUCTION BY Highway Management
GRAPHIC DESIGN BY Luciano Fasan
BRAND DIRECTOR Estefanía Grandío
See the full collection of The New Society here