Behind the scenes of the Denim PV campaign for AW 22-23

The next edition of Denim Première Vision will be a 100% online experience with the Digital Denim Week.
Join us from July 5 to 9 on

And in the meantime, discover the story behind the photo that conveys the AW 22-23 denim campaign.

A creative collaboration

The project is a creative collaboration of Elena Bofill and Hako Industries with the idea of exploring portrait photography through the prism and aesthetics of traditional still life.
The deep skintones and their subtle shimmer dialogue with the bold colors of the set up to create a unique atmosphere. The elements of the image also appear in a complimentary antithesis, industrial versus natural, yet one holding and magnifying the other.

About Elena Bofill

Elena Bofill is a Spanish photographer based in Barcelona. She began her carrer as a photoreporter and kept a genuine and spontaneous feel through her fashion work while enhancing her storytelling through delicate lighting.
Starting from narratives in her artworks, she uses her sensibility to depict them through an artistic eye, incorporating elements of composition, light, color etc.
She also likes to explore the subtle contrasts and the instantanueous nature of analog photography to document people and their stories.

Discover Elena’s work right here >

About Hako Industries

Olatz Azcona, founder of Hako Industries has always been attracted to creating spaces. Since she was little, her favorite game was creating miniature scenes for her dolls. Later in life she studied Fine Arts in Barcelona and realized her attraction to audiovisuals. This led her to study cinema where she finally realized there was a profession that combined everything she had always loved: recreating spaces that could convey feelings and emotion.
She has since then dedicated herself to it, moving towards fashion photography as one of the areas where she is most comfortable in unleashing her fantasies. Based on this idea she founded Hako Industries, her art direction and set design company for fashion, advertising and events.

More about Hako Industries here >

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