IDUN SS17: Becoming, A Fashion Film

IDUN is a womenswear boutique in St.Paul, Minnesota, carrying timeless objects from designers like Rachel Comey, Jesse Kamm and Maryam Nassir Zadeh. Idun's SS17 Lookbook, Becoming, alludes to the process of creating a work of art, as well as creating one's own self. Centered on their favourite picks from this season's collections and featuring MMOTH’s song, Hearts, Idun's aim is to evoke vibrancy and intrigue.

  Director of Photography: Caylon Hackwith.

Director of Photography: Caylon Hackwith.

Our film Becoming started with a simple interest in sculpture, both classical and modern. This season, we have been inspired by several different works, from Rodin to Editt Davidovici. When contemplating sculpture, what interested us the most was the process, physically and emotionally. We discovered the similarities between creating a work of art like a sculpture, and creating or shall we say, becoming one's self. 

Michelangelo once said, "Every block of stone has a statue inside it and it is the task of the sculptor to discover it." Similarly, it can be said every person has their true self inside them, and it is their task to become that. This process of becoming is what we sought to capture. The model acts as both the sculpture and the sculptor. She begins with so much material and slowly discovers what is necessary, eventually becoming herself. Her poses and aesthetic were taken from both classical and modern sculptures, juxtaposing the vibrant and architectural poses with the organic backdrop of nature. 

 

"It can be said every person has their true self inside them, and it is their task to become that. This process of becoming is what we sought to capture."

 

IDUN SS17 Becoming #Savant