A fresh and smart approach in fashion advertising, the collaboration between New York based label Maiyet and photographer/film maker Cass Bird sets apart from the endless images of models standing in a rack-like, unnatural pose. Few fashion photographers give emphasis to the atmosphere surrounding the label in a fashion campaign which I think is more important, unlike a look book or catalog that just displays the clothes.
For spring-summer 2013 Maiyet and Cass Bird chose top model Daria Werbowy as the star of the advertising campaign and India as the stunning backdrop. The Ukrainian-Canadian beauty plays perfectly the stylish traveler who wants to feel the pulse of the place they’re visiting. Cass Bird’s daring and intimate photo-journalistic style images capture the exuberant, care-free nature of artisan-promoting label.
Cass Bird's photographs have been featured in noteworthy magazines such as The New Yorker, Details, Dossier, and Rolling Stone, as well as in advertising campaigns for Converse, Levi's, Sony, and Nike. Maiyet is an innovative luxury brand that fuses modern design with rare artisan skills, supporting the next generation of master craftsmen from Colombia, India, Indonesia, Italy, Kenya, Mongolia, and Peru. In partnership with independent non-profit organization Nest, Maiyet organizes customized training and helps developing artisan business, promoting entrepreneurship, prosperity and stability.
credit images: maiyet.com