Hey all! So, during the latter half of last year, to celebrate the company’s 20 years of work in the fashion industry, Splash launched its limited edition calendar for 2014 which featured striking imagery and was an ode to the brand’s love affair with fashion. I recently came across the post and shots and have to admit, everyone single image represented prominent fabrics and styles featuring denims, leather, flannel, lace and black & white patterns.
Perhaps many are not aware, that the first edition of the Splash calendar was in 2011 and was based on the theme of the ‘black and white’. It was conceptualized and shot by fashion photographer, Tejal Patni. Loving the effect of his work, Splash chose to commission him for the 2014 edition as well, to bring forth the brand’s signature style with a contemporary and dramatic setting.
However, when setting up a fashion shoot, the aim is to always make the garment stand out, whether it is being shot in dynamic scenes within the region, having over-exposed black and white shots, exaggerated poses or adopting a certain colour effect. Any of these tactics work. Unfortunately, they chose to have a crazy mix of garments, patterns and colours in awkward poses and because of that, most of the images were very distracting to look at and visually hurts the eyes. It’s sad to see that they lost the essence of Splash in these shots and began 2014 by disappointing the fashionistas of Dubai.
More importantly, we reside in a generation where corporates are environmentally sound and are taking steps to reduce their carbon footprint, it doesn’t make sense as to why they wouldn’t focus on doing things more sustainably. Splash, move away from the traditional fashion route and calendars and focus on using multimedia catalogues, pop-ups, film and creative collaborations!! I want to see cutting edge and revived advertising techniques that sets a brand I like apart from the rest.
Not all was lost, the last image was one of my favourite ones. A clear Tropical Rainforest them, with a gorgeous fabric choice. If I was behind the scenes on the photoshoot for this, I’d definitely not expect anything less than the best because the brand exudes quality and style and I’d make it reflect that in every single image. Its their name on the line after all!
Stay tune for my next post to see how I would have created a spectacular 2014 calendar.
Cheers … xx. Vikita .xx