What Happens In The Dark
What Happens In The Dark is a story shot by the Icon team featuring a Brazilian model Lais Oliveira. Icon is a creative hub that represents artists on a global scale founded by Morgana Ludwig, who is also a stylist on this shoot. The story is inspired by the 90s era and some of the iconic brands that defined this period in fashion. As the team shares, “We blended the seductive and mysterious mood of the past with contemporary flair, incorporating sharp edges and angles into the mix.”
The team decided to incorporate an angle of the world of fantasy which is brought to the mix with technical work on light to introduce the mystery of the night. Lais lying on the mirrored ground while her silhouette is reflected in the absolute dark creates powerful images in which the approach to fashion and beauty choices leaves an impact, emphasizing the character's presence. The character represents desire and mystery, while the work with black and white colors of the pieces contrasting with the background creates a detachment of the viewer from the unattainable fantasy. We speak with the team to uncover challenges on set and the dynamic that brought the project to life.
Photography by Luciana Faria Model Lais Oliveira represented by Elite Model Management and Mega Model Brasil Beauty by Lucas Lisboa Styling by Morgana Ludwig represented by Matching Creative Director Felipe Cassaniga Light Designer Vinicius Burghetti Executive Producer Yohannah De Oliveira Retouch Mateus Freitas at Telha Criativa Fashion Producer John Tormes In collaboration with weareicon.co
‘Drawing inspiration from the iconic Gucci, Tom Ford, 90’s era, we blended the seductive and mysterious mood of the past with contemporary flair, incorporating sharp edges and angles into the mix.’
Hi team, we are happy to present your recent editorial in WÜL! What was the initial concept, and how did it develop during the time you were working on the story?
Our creative vision began with the desire to embrace the enigmatic and alluring aspects of the night, bringing to life the fantasies that often lay hidden beneath the surface. Drawing inspiration from the iconic Gucci, Tom Ford, 90’s era, we blended the seductive and mysterious mood of the past with contemporary flair, incorporating sharp edges and angles into the mix. Through this editorial, we aim to tap into the profound and often unspoken desires that reside within us all. We believe these hidden passions can be captured in stunning visuals, offering a glimpse into the depths of the human spirit.
‘The most challenging lighting scenario appeared when working with a dark background, as we sought to balance it with the reflections on the mirrored ground.’
The team that collaborated on the editorial is part of ICON., an international creative hub. Could you tell about the hub, your mission, and goals?
Our international creative hub has been born from the desire to bring artists back to the spotlight. We believe each of our artists is unique and coexists with their own expression. Our mission is to represent and develop artists worldwide. We are ready to show the potential of each talent beyond their work and history. Their personal lifestyle is also a part of their journey, represented by art, music, fashion, advertisement, design, and architecture. That’s why we have our motto: We have a name. We have a face. We have a voice. We are Icon.
One of the central themes developed in this fashion story is the emphasis that was put on dichotomy: contrasting black and white colors both in the approach to fashion and the light and background you chose on set. From the perspective of creative direction, the technical angle, and fashion, what were the vision and the main challenges you successfully solved? What was it like to build the set and decide on the correct lighting?
The most challenging lighting scenario appeared when working with a dark background, as we sought to balance it with the reflections on the mirrored ground. As we clicked away, we explored new possibilities for beauty and styling, allowing our intuition to guide us. Everything felt fluid and dynamic, so the whole team started experimenting.
‘The greatest force behind our success was the synergy between our teams. As the shoot progressed, a palpable energy filled the air, fueling our creative thinking and inspiring us to work in harmony.’
The character you present is strong, with a substantial presence, and yet a slight mystery. What were the guidelines you worked with when creating the character with the team (beauty and fashion) and building it with Lais?
Lais is a well-known model in Brazil and worldwide. She is known for having an enigmatic energy. Her movements, modeling skills, and kindness drove new energy to the set, making the whole process so much easier.
What was the most memorable moment on set while working on the fashion story? What did you enjoy the most?
The greatest force behind our success was the synergy between our teams. As the shoot progressed, a palpable energy filled the air, fueling our creative thinking and inspiring us to work in harmony. It was just amazing teamwork. We were all very glad with the results, and it felt for a moment that everything was somehow connected.
