Review of Zhilyova Lingerie ‘Ex Machina’ Spring 2021 Ad Campaign by Creative Director Zhilyova Valeria with Photographer/Director Natalia Ivanova with models Victoria Yarovaya & Kateryna Edison
Woman meets machine in a visually excellent Spring 2021 campaign from Zhilyova Lingerie. The campaign features direction and photography by Natalia Ivanova, and, notably, an all-woman creative team.
Ivanova’s imagery explores a tension of flesh and technology, reality and image. A model stands at the center of an all-around camera setup, the likes of which have been used in fashion campaigns by TTSWTRS, David Koma, and more, to scan all angles of a body at once and digitally recreate it as an avatar. But here, we never see the avatar – the imagery instead focuses on the process of creating an image.
This approach is especially intriguing in its connection with lingerie. Lingerie is striking and sexy because of what and how it reveals and conceals. Similarly, a digitally recreated image has a powerful ability to conceal physical elements of reality, but may also be able to show us something we could not have otherwise seen with our eyes alone.
In addition to its undeniably striking and sensual visuals, the campaign thus becomes a thoughtful consideration of what it means to have a body, what it means to have an image, and what the future may hold for these ideas.
Zhilyova Creative Director | Zhilyova Valeria Photographer/Director | Natalia Ivanova Models | Victoria Yarovaya, Kateryna Edison Stylist | Valeria Zhilyova Hair | Anastasia Grinyuka Makeup | Anastasia Grinyuka Set Designer | Maria Chupaylenko Casting Director | Valeria Zhilyova Music | Mintz – M.A.C.H 3
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