Review of Solid Homme Spring 2021 Ad Campaign by Photographer/Director Josh Hight
Seoul-based menswear brand Solid Homme unveils an artful new campaign that combines darkness and light in a way we didn’t know was possible. The spring 2021 campaign features photography and direction by Josh Hight.
The new collection and campaign continue Solid Homme’s exploration of Bauhaus aesthetics. This time around, the specific inspiration is drawn from the architectural elements of the University of IFE in Nigeria, which the brand discovered during its journey to track the traces of post-Bauhaus designs around the world. Bauhaus emphasizes simplicity and solidness, asserting that a piece’s aesthetic beauty is inherently linked to its functionality. Physically, Bauhaus design and artwork tends to be characterized by balance, blockiness, and primary color.
We can see the influence of Bauhaus principles – and their presence in African modernist art and design – in the conceptual approach to the campaign imagery. Hight’s photographs rely on contrast and solidity. His portraits use beautiful lighting to cast swathes of bright colors over the faces and clothing of his models, drawing a strong sense of character out of both. In other images, he captures these men before strange architectural features which attest to some long-forgotten function.
Hight’s film lends motion and music to this approach to create a similarly evocative but more dynamic atmosphere. He uses projection and digital editing to layer moving images over one another, creating an ever-shifting aesthetic sense of dimension and depth.
It is quite impressive that in a campaign where – in terms of physical proportion – so much of the imagery is dominated by darkness and shades of black, we can also get such a strong and beautiful sense of color.
This success is a testament to Hight’s brilliance as a photographic artist, as well as Solid Homme’s sense of the aesthetic principles behind their work.
Photographer/ Director | Josh Hight DOP | Jack Snell 2nd Cam | Zalman Yeshua Editor | Toby Heard Lighting Assistants | Freddie Hare and Philip Banks Models | Finn Buchanan, Noah Coates-Gill, & Junior Pereira Stylist | Julian Ganio Hair | Kota Suizu Production | LG Studio Ltd. Casting Director | Piergiorgio Del Moro Music | Tadd Mullinix, Bopside
WHERE FASHION GETS CREATIVE
Press ESC to close
To continue reading this article join today
Stay Inspired. Stay Informed. Stay Elevated.
Membership gives you full access to Industry Analysis & Creative you won’t find anywhere else
Unlimited Access to TheImpression.com
The Impression Daily Newsletter & Breaking News Emails
Exclusive Interviews With Fashion's Leading Creatives
Access to the Largest Collection of Branded Fashion Films
Access to the Largest Runway Coverage
Most Comprehensive Collection of Fashion Street Style Images