There’s always an element of beauty in everything.
At HOCO, we believe in the empowerment of women — we’re always striving to acknowledge their beauty, resilience and fragility. We know with absolute certainty that women have worlds to offer; their intelligence, creativity and strength are truly unmatched and we truly enjoy exploring and bringing their talents to life.
Which is why we were thrilled to work with a budding local fashion label, LMN, owned by fashion blogger and entrepreneur Nabeela Fadzil, better known as @lipstickmyname on Instagram, to build up anticipation for the label’s first collection.
We began with building the concept of LMN’s debut collection launch, Elements, and exploring it personifies Nabeela’s own personal story as well as the extraordinarily distinct qualities of a woman. This project was a little more abstract than others we’ve done, and it opened the door to a different kind of shooting environment for our media team.
But before that could take place, we sat down with Nabeela, learning about her own vision for her label and how Elements should be depicted.
And that’s how we came up with how the elements of fire, wind, water and earth represent the different aspects of a woman; beautiful, powerful and passionate.
Fire signified being alive; how a flame would ignite one’s passion and desire for more. Wind followed the flames, a juxtaposition of gentleness and ferocity. How a woman moves with freedom and moves people to be alive. And the wind gave way to water, and here was where we truly began to dive into the intricacies of what makes a woman formidable.
From the visual of calm waters, to stormy depths, the water is evocative of how it represents a woman’s strength, but also the way it presses down on her, making her rediscover who she really is. The element of earth is one that symbolizes the roots that ground a woman — roots made of the love of her loved ones.
Through the concepts we built for each element, we came up with narration that was stirring and emotive, to accompany the visuals we created to portray the collection.
The visuals, on the other hand, were a whole other beast to conquer.
Each element required a distinct look and portrayal that separated them from each other, but were still part of a cohesive narrative. Our media and production team found themselves with the herculean task to scout areas that were suitable for the look Elements was going for; elements in their natural, dynamic states. From the outdoors, where we filmed sweeping shots of sandy beaches, to jagged cliffs and grassy plains — it was tough, but so, so rewarding.