The idea for the campaign emerged from a conversation with the Creative Director, who wanted to put an emphasis on the engineering behind Emeerre´s products. Emeerree creates garments through a very complex process of patterning and engineering, and we found that live action capture couldn´t communicate the complexity of the construction of the brand´s garments. The campaign seeks to show each piece inside out, unburdened by the constraints of live-action studio footage.

The campaign is composed of four videos: two adverts, showcasing the construction of a corset and a layered hoodie, respectively; and two short, phone-format videos, showcasing a corset and a pair of trousers. Each video is centered around the garment´s construction, how their structures conform and the interaction between materials. Throughout the videos, there is an emphasis on texture, light, volume and movement. We see closeups along with full shots of each garment, resulting in a panoramic view of each garment´s design process.



ABOUT THE BRAND

Emeerree is a Spanish fashion house founded by Creative Director Aaron Moreno in 2019. Since then, it has become of the most relevant figures in the avant-garde Spanish fashion scene, receiving the Mercedes-Benz Fashion Talent prize in the Fall 2023 Madrid Fashion Week.

The brand´s ethos is deeply rooted in sustainability and circular economy, sourcing its materials from vintage pieces, deadstock and local markets. Through the years, it has caught the attention of world renowned figures like Dua Lipa, Arca, Tommy Cash, Bad Gyal, Karol G, Julia Fox and Tokischa,  who have been seen representing the brand in numerous occasions.