What is the luxury image? We have grown accustomed to seeing products and brands portrayed in high-gloss, each element of the frame artfully and carefully considered, as is suitable for their perceived value and worth. These images are so pervasive that we’ve become, arguably, desensitised. In this story, we set out to counter this industry standard by taking brands out of the expected splendour of their sets, and present an anti-establishment take on the now-commonplace fashion image. It searches for the value in trash, the new in the old, and the beauty in going against the grain.
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