alldressedup Spring/Summer 2009 Campaign Video

The campaign video for alldressedup’s Spring/Summer 2009 collection is based on the collection’s concept of wabi-sabi, a Japanese aesthetic of beauty that celebrates the transience, imperfection and impermanence.

The campaign incorporated photographic light-leaks, an occurence on photographs taken with cranky analog cameras that would leak light into the negatives.

This brings us back to the time when we ran the Lomography Embassy Singapore and experimented with it’s cameras. We would collect our prints from the shop to find a lot of photos with these gleeful spontaneous and unexpected marks on our photos.