While print magazines are predicted to be going the way of the Toucan, most of us fashion and art lovers hang on to our favourite issues (say for example Style & the Family Tunes). We may adore the tangible and authentic feel that paper gives us, yet online does have an intruiging story to tell when it comes to fashion shorts that morph a collection into a witty, eccentric or dreamy story. A cas example being the latest video by Ryan McGinley’s for fashion label Edun.
These fun, little snippits called fashion motions are able to be watched at anytime and provide a small insight into the print journey that Edun work with in each coming season. Same can be said for the latest McGinley film, entitled Beautiful Rebels. Edun rebels are played by model Charlotte Free sporting pastel coloured hair and Bradley Soileau whose heavily tattooed chest works with the butterflies featured in the video.
While the actual S/S 2012 collection is only shown in small doses, say a pair of crocheted, coral coloured shorts here and a laser-cut top there, this video’s concept plays more with the idea of a butterfly creating a journey and how these creatures relate to the human body. As a signature piece for Ryan McGinley, Beautiful Rebels gives a nod to Beautiful Losers, a novel by Leonard Cohen. Watch it here for yourself.