7% Inflation

Submission by Ruper Tapper and Misha Kratina Words by Nastasia Khmelnitski

Editorial, 7% Inflation, is presented with a sentence that acts as a build-up for a narrative “As our purchasing power decreases, we must be more creative in our choices.” The team emphasizes the importance of creative freedom that leads to unordinary solutions, allowing to have fun on set. According to the team, “This creative process helped to form a connection between the two models and the team.“

Balloons become the leitmotif of the story. Balloons are transformed into fashion elements and encourage the models, in a playful manner, to shape them into a hat, a flower, and additional attributes. At times, balloons imitate body parts, binding the characters into a closer connection. 7% Inflation is an editorial shot by Ruper Tapper, styled by Misha Kratina, and MUAH developed by Nataly Vasilchenko. The story features models Anthony Wiebers and Raya Snel.

Photography by Ruper Tapper Stylist Misha Kratina Presented by ERIC ELENBAAS AGENCY Hair and Makeup Nataly Vasilchenko Models Anthony Wiebers & Raya Snel Presented by The Movement Models

‘It was an impromptu collection of ideas based on some humour and playfulness.’

It was an impromptu collection of ideas based on some humour and playfulness. We didn't want to be restrained by shooting looks, rather be free to make something aesthetically pleasing, yet light-hearted. The balloons were a fun way to add some colour and shape. This creative process helped to form a connection between the two models and the team.

It was an on-the-fly collaboration that evolved as we worked. The lighting was soft and dreamlike, with harder highlights at times but by no means planned. The hair and makeup were also secondary as the focus was on the balloons and the feeling that evolved from all of us.

‘Apart from a good playlist and a wide lens, there was no need to force anything on set. Vibes are much more important.’

It was a free and uncontrived story. Apart from a good playlist and a wide lens, there was no need to force anything on set. Vibes are much more important. Also, simplicity is, at times, all you need. We were all having a good time, and the pictures tell the story.