23.10.2018  •  Editorial NEWS

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'Upside Down' – Fashion spread in HOOLIGANS Mag October, with art direction by NATASSCHA GIRELLI

Copenhagen resident creative NATASSCHA GIRELLI, who we just got to meet as a GoSeeAWARDS juror at UPDATE18BERLIN, was in charge of art direction for the UPSIDE DOWN fashion project in the latest issue of HOOLIGANS MAGAZINE. "UPSIDE DOWN is built on curiosity, respect and trust among the team. In the name of Hooligans magazine, we wanted to execute this editorial in a brand new way. Marina, Eliza and I had this conversation about improving and experimenting within the business and the traditions, which is why we came up with this concept.

Eliza photographs UPSIDE DOWN in LA – all based on my moodboard/brief I gave her so she could proceed and execute the actual shoot without me present. A very odd feeling, but we had to try it out. At the same time Eliza was executing the editorial in LA, I was art directing another shoot in Cape Town. It was like giving a precious gift away. I felt good in a funny way. I was very excited to see how she would interpret my brief without me art directing the actual shoot. I took over and did the edit and layout. Everything intertwined. We are all pleased with the result. It was great to work with Eliza and the team at the shoot. She added her royal touch to my vision. I see both Eliza and myself in our UPSIDE DOWN project."

You're welcome to read more about UPSIDE DOWN in the interview. Find this editorial and more in the latest issue of Hooligans magazine. UPSIDE DOWN is a brand new way to work together. This concept is built on trust, expertise and teamwork. What a sensation and challenge to art direct a shoot from the other side of the planet... Want to know more about it? Here is the the link to the digital issue for free and my interview.

 
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