Known for its practical, wearable aesthetic, Purificación Garcia has enjoyed a long history of supporting photography. As well as founding her own namesake fashion label, Spanish designer Garcia established her National Prize of Photography back in 1998. With such a strong bond existing between the two worlds of fashion and photography, it seems fitting for Garcia to reach out to regional photographer Hikmat Wehbi to bring his own unique approach to the collection.
Shot in black and white, and presented as old-style contact sheets - including the red pencil used to mark up the preferred images - the images show the workings of a fashion shoot that most people normally never see.
Fashion editorials or advertising campaigns usually offer only the final selected image, all polished and perfect. For this project, however, Garcia and Wehbi have chosen to show some of the hundreds of photographs taken to get the perfect shot – including some that have been rejected – to capture the creative energy of a shoot. Showing the unfussy, and unpolished side of fashion is a perfect reflection of the collections the Spanish label produces.
With collaborations being very much part and parcel of the fashion universe these days, each hoping to capture a unique insight into a brand, the results are always intriguing, often producing an unexpected view. This fashion narrative between Garcia and Wehbi proves that a fresh eye will always find a new way of capturing the very essence of a label.
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Read more:
In the pink fashion shoot - in pictures
Into the badlands fashion shoot - in pictures
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