1879 Maison Birks Magazine—
Agency: Bookmark Content
My goal when I shot editorial for Birks was to shift perception. Through styling, model casting and the overarching narrative, I developed concepts that showcased the products and presented the brand in a different light.
It's important for me to keep timeless products relevant by giving them a fresh spin. For instance, in a story featuring pearls, the last thing I wanted to do was to shoot something predictable. Presenting pearls as luxe, special occasion items has been done ad nauseam, so I shot the collection on a model wearing a simple white t-shirt and casual ponytail.
For this watch editorial, I played with the theme of nostalgia by bringing back all the toys I was obsessed with as a child.
From Balenciaga’s IKEA bag to the Shu Uemura x Mario Bros. collection, mixing high culture with pop culture is on trend. It’s also how everyone shops, no matter their income. So when I was thinking about what to pair with a $25,000 Rolex, an inexpensive ‘80s novelty item like the Magic 8 Ball felt right.
Shot by Los Angeles-based fashion photographer Gabor Jurina, the idea was to have an ultra-graphic composition where the elements were pared down to the minimal: just the watches and the toys, with a human element.
Contributors: Gabor Jurina, Hadi Mourad, Florence O. Durand, Pierce Atkinson, Steven Turpin