Tanya and Zhenya Posternak/Courtesy of Amina Muaddi
Amina Muaddi has chosen mannequin Anok Yai because the star of the designer model's marketing campaign, which was unveiled on Tuesday.
“Anok was an apparent selection,” Muaddi stated. “She is a lady with a really sturdy character, a fighter, a self-made lady, she works for every thing she has, she has an unimaginable cultural background. I simply discover her to be a cool woman who embodies and represents the values of the model.”
Within the pictures taken by New York-based Ukrainian sisters Tanya and Zhenya Posternak, Yai strikes a sculptural pose whereas carrying Mary Jane “Charlotte” footwear with a daring block heel whereas taking a look at a bag, or intently inspecting the mesh sneaker Lupita in mocha raffia.
“She's like my 'Fifth Ingredient' lady,” Muaddi stated, referring to the alien heroine performed by Milla Jovovich within the 1997 sci-fi movie. “I like how highly effective and penetrating her gaze is. It looks like she is taking a look at you thru the digital camera [yet] It’s tender and robust on the identical time; “That is how I need girls to really feel after they put on my designs.”
It was additionally essential for the designer to work with feminine photographers. “I wished a feminine perspective on this, particularly as a result of the marketing campaign had a really sturdy picture on Anok however she was additionally photographed in a sensual pose, with little or no clothes, so I wished her highly effective and never objectified,” he continued. “It's at all times completely different from a lady's objective.”
Launched final season, the luggage, which now make up round 20 % of the summer time assortment, are entrance and middle of Amina Muaddi's summer time marketing campaign.
“It's an bold challenge as a result of we need to create a enterprise from it and we wish it to be as essential as footwear are to us,” he stated.
There may be the “Ami” bag, a structured bag with a mirror contained in the flap that Muaddi described as a jewel of a bag and an ode to classic luggage, and the Gemini, with a double compartment, which he thought of a sensible day bag.