The Alchemist collection of AUGIE STUDIO is based on alchemy — a symbolic presentation of the designer's meditative beliefs, spirituality, and ethnic origins.
Alchemists wanted to transform things into something more valuable, such as converting lead into gold. Their practices led to the development of pharmacology and the rise of modern chemistry. The idea of alchemy is translated into the collection through an aesthetic by mixing elements from two cultures together — traditional Mongolian and modern European — to create very unique combinations. Purity is expressed through white in both the mind and soul while the black line details represent the journey or path of one’s life.
Collaborating closely with the founder, I strategized and directed the campaign for the AUGIE SS21 collection. The process involved in-depth research into the study of alchemy; strategizing and planning the shoot; casting and building a team; location scouting; photography; film; as well as designing the campaign layouts for print and digital.
Serving
Creative Direction & Art Direction
Photo & Video Direction
Stylescaping
Photography & Cinematography
Casting
Graphic & Layout Design
Photo & Video Editing
Design for Social Media
SS21 Photoshoot
The woman that wears AUGIE is someone who has a sense of their physical and spiritual self. Someone who doesn’t feel the need to completely stand out in a crowd yet is still interested in unique shapes and expertly tailored forms. For the AUGIE woman, perfection is spiritual beauty that can be achieved through meditation.
SS21 Campaign
The SS21 Alchemist campaign film visualizes the AUGIE woman in a state of contemplation — meditation is valuable to her for building and maintaining spiritual maturity. The outlook of her physical presentation is in tandem with her unseen character. The clothing she chooses to wear is an extension of her beliefs in universal beauty and artistic expression.
The design language of the campaign features photography surrounded by a black border, centering the craft of the clothing and echoing the black piping from the garments. A purified design style creates a calm, classic, minimal, timeless aesthetic that does not distract from the meditative designs and furthers the collection concept.
Credits
Fashion Designer
AUGIE STUDIO
Creative Direction, Casting, Photography, Video & Design
Mark Baker-Sanchez
HMUA & Wardrobe Consultation
Belinda Barbosa
Model
Katherine Stiles