It’s bloody cold outside and the wind is trying his very best to wash away the first impressions of summer we had this week while the melancholic battle between the sun and the clouds turns into a lonely waltz. I was sipping my cinnamon tea this morning when one thought knocked at the door: fortunately, fashion ignores such trivial details as geography and, therefore, weather issues. I often hear myself say how fashion is mainly about creating another world through its visuals, designs and characters. But these days, another important ingredient has to be considered; more in the process than in the final product. Today’s fashion can be done anywhere in the world, one person can sit on one continent and be heavily involved in a shooting happening on the other side of the ocean. When it comes to model agencies, this process is called direct booking and here above is a marvelous example of how fashion blatantly ignores borders and distances. Vogue Turkey’s May 2012 issue contains a story that smells as sweet as a brazilian summer day, feels as warm as a sunny walk on wet sand wearing a small Balmain dress. And why suddenly you seem to fly away to Brazil while looking at a turkish magazine? Probably as the lady enjoying the beach and bikinis is no other than Solange Wilvert and the editorial, shot by Ruvan Wijesooriya is the result of Eskimo Direct’s work. Makes sense and it immediately raises the temperature to make you forget about the raindrops hitting your window at the moment.
Sasha Melnychuk @ IKI magazine