THE 2012 MYKITA CAMPAIGN BY MARK BORTHWICK

From: Totem Fashion @www.totemfashion.com

Press Agent: karim@totemfashion.com

Warm colours, the play of light and a wonderful spontaneity – the defining features of MYKITA’s new 2012 campaign, created by New York photographer Mark Borthwick.
The location and backdrop for the shoot was Tulum in Mexico– chosen for the specific sunlight conditions, gorgeous beaches, and the untouched natural beauty of the coast. All photos were taken with an analog Leica camera without the help of artificial light, styling or makeup artists.
The result of this intimate collaboration between the photographer and his cast – most of them amateur models – is a kind of family photo album with its own visual language that is representative of MYKITA.
In addition to the campaign, Mark Borthwick shot a mood film that captures the special atmosphere in Tulum and accompanies two women as they explore nature. The prism-like effects were created by different-coloured shards of glass breaking the sun’s rays. Visitors to www.mykita.com can also watch a film that takes a look behind the making of the shoot and shows both the photographer and the protagonists at work. Mark Borthwick also composed and recorded the music for the film.

THE 2012 MYKITA CAMPAIGN
Photographed and filmed by Mark Borthwick

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Watch the campaign

Borthwick broke through the conventions of fashion photography back in the 1990s. Together with other innovative photographers of the time he established a new working order that had a tremendous influence on all aspects of editorial and advertising photography. His work has been featured in magazines such as i-D, Italian Vogue, Interview and Purple, and he has worked for a range of big-name labels and designers including Comme des Garçons, Hussein Chalayan and Martin Margiela.

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