THE SPIRIT OF EXPLORATION
The work of photographer Zoe Ghertner has become synonymous with flawless imagery of women and still life. Contributing to iconic publications such as “The Gentlewoman”, “Fantastic Man” and “Double”, Ghertner represents an entirely modern aesthetic based on authenticity. With an uncanny ability to infuse her still life with narrative, she was the natural choice for the new MYKITA MYLON campaign, which reveals the many facets of the luxury sports fashion collection in a consistent ambiance.
MYKITA MYLON campaign by Zoe Ghertner
MYKITA MYLON likes to blur the lines between fashion and sports. The progressive frames are made of a high-tech material in a specially conceived process that warrants its own short film. The 2014 campaign was about creating a world of adventure and escapism that would reflect the spirit of exploration from which the collection was born.
The 2014 MYKITA MYLON campaign wanted a contrast to the previous year and presents the eyewear in a less abstract environment. Choosing to work with a medium-format analogue camera and sensitive negative film, Ghertner relies on natural light. She is master of composition; especially in close-up shots and in the MYKITA MYLON shoot she worked a lot with the natural shadows cast by the frames. Fortunately the weather played along superbly on the two days of shooting with few clouds ever obscuring the sunlight.
The MYKITA MYLON frames are the only models in this campaign. Bathed in a cool, clear light and taking up position against stone and wooden backdrops, they are paired with imagery of sweeping panoramas and other nature impressions from the Swiss alpine region
True to the cool, calm and sophisticated atmosphere of her photographs, Ghertner is a skilled professional who managed the shoot with total efficiency and concentration while keeping an effortlessly open and friendly air. Her approach is sort of ‘let’s get out there and get real’. It’s a refreshing honesty that shines through in her work. The MYKITA MYLON frames are the only models in this campaign. Bathed in a cool, clear light and taking up position against stone and wooden backdrops, they are paired with imagery of sweeping panoramas and other nature impressions from the Swiss alpine region, which were also captured by Ghertner. An alpine narrative of adventure and exploration emerges from the images – iconic in their clarity and naturalness – without showing the action itself.