Paris-born, London-based designer Faustine Steinmetz has a very conscious approach to fashion – in contradiction to 'fast-fashion', she spins, dyes and weaves all her own fabrics by hand.
Faustine employs such a pain-staking technique to create iconic clothes, yet the garments she is mainly focused on, were borrowed from the everyday life, like a pair of jeans.
Recently the designer has unveiled her debut campaign – a set of minimal, beautifully shot visuals photographed by Paris-based photographer Arnaud Lajeunie, known for his exquisite photographic explorations of the female body. Avoiding any visual references Faustine, Arnaud and French stylist Georgia Pendlebury created the campaign, that feels like a documentation of the work more than a fashion shoot. With it’s neutral aesthetic all the focus was on the pieces themselves emphasized by the strong personalities of the models.
As Faustine said – "We really wanted to show a variety of girls in the shoot and we all agreed from the start that it was about finding girls who have a very strong personality. My biggest fear is using models who look like the fantasy of a woman; I want to address to real women. We were lucky to get to work with the recently established Creativit casting agency who were able to find girls for us who were not only beautiful but who also had interesting things going on in their lives, which I think really translates in the pictures we took of them."
The team not only managed to create an impeccably honest and beautiful visual story but also to narrate the concept of the label in a few slides.