A CIRCULAR SHOOT
At the very heart of Kōraru is an aspiration for circularity.
We are acutely aware that modern fashion practises need to shift towards a more sustainable model if we are going to protect and preserve the natural world we cherish so much. And we are dedicated to being part of that change. Every decision we make and action is done with the wellbeing of our planet uppermost in mind, and we’re constantly learning and evolving to further our journey towards total circularity.
This was no more true then when planning our first campaign shoot. We felt passionately about producing beautiful imagery that impacted minimally on the environment and embodied what we regard as the true meaning of luxury: exquisite clothes that don't cost the earth.
This started with location. Always mindful to lessen our carbon footprint by reducing travel where possible, we took the decision to base the shoot locally, rather than taking long-haul flights to a beach destination. Clever use of lighting enabled the creation of soft, warm tones and long shadows, evocative of sunset over the horizon.
Further cutting down our footprint, founder Oana Romaneiro managed the shoot remotely from her home in Tokyo, utilising technology to view and participate in the entire process, from styling to editing with photographer Jem Mitchell.
Collaborating with those who share our value system is an essential part of Kōraru, and something we strive to do in every element of our practise, from designing to manufacturing to creative. Fronting the campaign is model and activist Jena Goldsack, who is on her own mission to protect sea life and raise awareness about ocean conservation.
Also sharing our vision is leading British make-up artist Florrie White and hair stylist Neil Moodie, who artfully translated the Kōraru aesthetic into a natural, beachy beauty look.
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