Review of Tatras Spring 2021 Ad Campaign by Photographer Bethany Vargas with models Justine Biticon and Jaron Baker
Tatras combines technology, fashion, and theatricality for an experiment in abstract storytelling. The brand’s Spring 2021 campaign features surreal photography from Bethany Vargas.
Tatras began with creating down jackets, but since has expanded to include men’s and women’s ready-to-wear collections, which are shown at Paris Fashion Week. The new campaign reflects both this technical outdoor expertise and couture sensibility.
Vargas captures her models in a fictionalized desert setting. There is no attempt made to convince us this an actual outdoor setting, but instead the imagery leans into the staged aspect, and reminds us of an old-school sci-fi set or museum display.
The dramatic expressions and poses of our stars thus take on a surreally melodramatic quality.
This sense of the theatrical is emphasized by Vargas’ light tricks which make the “sky” fade from dusk to night, while digital finishing subtly blurs the images to heighten their uncanny quality.
With its unique visuals and open-ended narrative approach, the campaign feels like a fitting statement of Tatras’ spirit of adventure.
Photographer | Bethany Vargas Models | Justine Biticon and Jaron Baker Production | AP Studio
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