We wanted the lookbook to look like the life the clothes are made for. So we skipped the studio and followed our testers through four weeks of ordinary mornings.
One camera, one lens
Everything was shot on a 35 mm compact with a fixed lens. No zoom meant getting close, and getting close meant missing a lot of frames. The ones that worked feel like you were there.
We kept the blur. A coat that moves well should look like it is moving.
Why the yellow
Signal yellow is the one colour we allowed in every frame. It is the colour of the reflective panels on our shells, and it is easy to spot across a grey street at 7:42.
Written by
Mira Sato
Mira edits the Journal and shoots most of our field notes on a battered 35 mm compact she refuses to replace.
