I.Objective:
Creating image content for #elementXFayhem for evening cocktail gowns.
II. Process:
Term coining-
The name was directly derived from the brand name ‘Fayhem’ which comes from the words ‘fashion’ and ‘mayhem’.
Interpretations-
We wanted to keep the mood of the shoot as rough and unkempt and also juxtapose the evening wear against everyday street locations to bring out a unique element to the story. Hence we decided to shoot in a greenhouse and the streets of Bombay. The hair and make-up was kept very raw and rough with definition only to the eyes to highlight the mayhem element.
III. Concept note :
Creating our own world of fused mayhem with cocktail gowns and unusual uncut jewels.
IV.Credits:
Client : Element By Krishna Talesara
Brand featured : Fayhem
Photography : Karan Nevatia
Creative conceptualisation & production: Every Last Detail.