Sunbathing Summer
Sunbathing Summer is an editorial that offers to dive into an atmosphere of dreamlike getaway reminiscent of the 70s. For the past period colored with lockdowns globally, the desire to get closer to nature became stronger. The chosen era of the 70s brings back the bright colors and the sense of freedom, while the sunlit location, objects, and, more importantly, the characters create a promise of a new, redefined approach to the current reality. The feeling of freedom and hope for a better story to unfold is balanced with the observing gaze of the characters, making sure not to rush through their experiences. Looking into their faces might prove to be a difficult read of the situation. One thing is certain — a dream can become a reality.
In this conversation with the team, we speak about the desire to break away and turn to nature and the feeling that summer brings with it. The team presents the experience of a lockdown, “it felt like summer holidays when you were the only kid that stayed home — while the rest were on holiday with their parents and siblings having a blast in some sunny country.” We discuss the meaning of new reality and its impact on different generations and their future.
Elina Nova, the Photographer, shares her approach to scouting the location. Ami, the Art Director, explains what was important in finding the right faces for the story. We hear from Indiana, the Stylist, insights on looking back at the stylistics of the 70s through the prism of today.
Photography Elina Nova Art Direction & Casting Ami Keita (GEM) Style Indiana Roma Voss MUAH Wout Philippo
‘When summer (sort of) came, we were still in a lockdown, and it felt like summer holidays when you were the only kid that stayed home.’
— The Team
Hi guys, let’s speak about the central theme for the story Sunbathing Summer, your inspiration behind the topic, and the final choice for the esthetics.
The team: The inspiration came from the hopes for a better (non-Corona) summer than the year before. It felt like we had the longest winter ever since we had a tough lockdown and weren’t able to do much stuff outside. When summer (sort of) came, we were still in a lockdown, and it felt like summer holidays when you were the only kid that stayed home — while the rest were on holiday with their parents and siblings having a blast in some sunny country. It felt quite lonely inside and around the house, the same parks and streets you’ve seen a million times. The most summery thing you could do was the much-needed sunbathing, really. We made this editorial to grasp that feeling of being outside of the four walls of your house and be one with nature.
‘If you look around on the streets today, you see a lot of mainstream, which is mostly communicated through basic colours. I find it very boring and somehow even depressing.’
— Elina Nova
The story presents a fusion between the motif of the 70s in the USA and the hint at the European summer (through the colors). What was the main drive behind styling, makeup, and hair decisions and garments you chose?
Ami & Indiana: These are pretty challenging times for everyone, but especially for kids, teens, and young adults who are dreaming of great future plans. Some feel like their dreams are falling apart because of all that is happening in the world right now. We obviously are referring to the pandemic that struck all of us, but also climate change, housing problems, and politics that aren't great. We tend to look back to past eras when things weren't going that well. The 70s were bright and happy, translating into the clothing they wore. We chose this styling due to nostalgia towards years we didn't experience ourselves, rather based on photography and movies, it seemed like everything we would like to experience.
Elina: The 70s have always been the decade that I was drawn to. We both agreed that this should be our main inspiration when it comes to creating this colourful editorial. I love how people used to express themselves in a sunny and amusing way through their everyday outfits. If you look around on the streets today, you see a lot of mainstream, which is mostly communicated through basic colours. I find it very boring and somehow even depressing. The 70s pieces bring so much joy, which is very much needed in these uncertain times.
When working on casting, which type of characters you looked for, especially as we’re speaking about several models taking part in creating the narrative?
Ami:I looked for faces so each would have their own personality. For me, this reflected the feeling I had during those high school years. Different individuals — a bunch of different people — that find common ground while being so different from each other sometimes.
‘When it came to framing the shot, I looked for the sun and its connection to each location. I wanted to portray the sun together with the sunny characters to make it one, to make it whole.’
— Elina Nova
In terms of photography, showing the summer spirit was crucial, which came about by selecting the specific light conditions, locations, and positioning of the characters in the frame. Could you walk us through the process from the concept to working on set?
Elina: Indeed, this was the case. A lot of thought went into the process of scouting the right locations and the colours that were showing in the frame later on. We shot in a small community garden, which is located right around the corner of my house in Amsterdam West. I go there a lot for a quiet walk to endure the spirit of nature and peace. Amsterdam is a busy city. Although during Corona times the city was quiet, still a lot of people, including myself, had the feeling of coming closer to nature. When it came to framing the shot, I looked for the sun and its connection to each location. I wanted to portray the sun together with the sunny characters to make it one, to make it whole.
Which moment from this project is most precious to you?
Ami: Sundown. When the models were most at ease, everything went naturally. They got the story, and the lighting was magical.
Elina: When we all got together. It was a special moment since I didn't work in a big team for over 1,5 years. It felt like dreams were finally coming true, and big things will happen.
