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still life and korean food
New J.Kim campaign continues the idea of the brand's fall-winter 2017/2018 collection.
One of the main sources of inspiration for the designer were traditional parade and military uniform of North Korea as well as still life paintings. The idea to picture the clothes like draping also comes from Jenia's memories about school and university art classes where she used to draw still lifes from nature.
On the pictures the clothes are presented on their own, without human beings, which make them the centerpieces of the campaign. Complicated draping and compositions give the images depth and make a viewer believe that J.Kim jackets, skirts and shirts live their own lives among the flowers and plates with Korean food.

Photographer: Eugene Shishkin
Set designer: Gina Onegina