Out of this world: The MYKITA campaign 2014

Mystical moonscapes, rock formations and foreign flora and fauna provided the backdrop to the MYKITA campaign shoot this year. For the sixth MYKITA campaign in collaboration with artist and photographer Mark Borthwick, friends, family and models gathered on Lanzarote, an island of volcanic origin surrounded by the Atlantic Ocean.

MYKITA 2014 campaign by Mark Borthwick

The stark island with its black beaches, rocky volcanic cliffs and smattering of odd-looking halophytes sets a unique scene with a truly otherworldly atmosphere. The setting, which can be described as minimalist and fantastical at the same time, provided the framework for some unconventional nature images. These shots star alongside a series of portraits taken in deserted landscapes; the combination makes up the visual language of the campaign.

The prism-like colour effects created by overexposing the film are distinctive of Borthwick’s warm, spontaneous style.

All photographs are made using an analogue Leica camera without using additional artificial light. The prism-like colour effects created by overexposing the film are distinctive of Borthwick’s warm, spontaneous style.

MYKITA and Mark Borthwick are publishing these wondrous pictures as a photo book together with a short story by the English author, Alex Preston. The book will come out in spring 2014, also featuring a limited Art Edition including original Polaroids from the campaign, signed and numbered by the artist.

 

 

 
 
 
 
 
 
 
 
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