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REISS introduces 'Elements' with Jamie Morgan
07
Sep '10
For the launch of the AW10 collection, REISS has collaborated with renowned photographer and filmmaker, Jamie Morgan, to create an artistic short film that highlights the feel and aesthetic of the upcoming collection.

"This season is a step forward for Reiss with a collection we are really excited about. Showing our key products in this new and innovative way felt right for where we are going, as a way of capturing all the energy and excitement that is apparent throughout every aspect of our brand. And generally, if we're this excited about it, I'm confident that our customers will be too." - David Reiss

David Reiss understands what his brand DNA is about as he has been successfully making innovative decisions at the helm of the company for nearly 40 years. He recognized that choosing to shoot the campaign on video was a bold move and was confident that it was the right time for the brand to take this step.

The creative inspiration came as the result of an artistic collaboration with Jamie Morgan, renowned photographer and film maker who founded London's creative collective 'Buffalo' in the 1980's.

The 'Buffalo' collective changed the nature of image making through its pioneering work in The Face. His sense of exploration and creative instincts then brought him to explore moving images which translated into a series of short but beautifully emotive films as well as portrait and documentary studies.

Jamie's minimalistic and structured style epitomizes this evocative and powerful narrative.

"We set out to make art. Our objective was to create a confident and captivating visual statement for Reiss today and as a mark of intent for the future. The search for the new and the need to push the boundaries are key to how we stay relevant. 'Elements' is the nature of all Reiss stands for while clearly visualizing our sexy, modernist stance." - Andy Rogers, Brand Director

The choice of filming in black and white creates a timeless atmosphere for the film and campaign. In addition, we chose to pare everything back and focus on only a few classic pieces that make up the core of our business, such as a coat, a dress and a suit; but give them a simple but compelling backdrop. This was supported by the atmospheric elements; wind, rain and snow which contribute to the visual indulgence, as well as providing emotive references that are punctuated by the use of recognizable symbols, which feed nuances of narrative. The sentiment created by the images becomes the protagonist of the film.

The casting included the search for strong, iconic and inspirational symbols that would support the narrative and transmit an element of mystery. The animals are used as powerful symbols that allow the film to create a narrative within a matter of minutes.

REISS


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