Art Direction & Photography for campaign and lookbook of collection Gummi C by jewellery designer Martine Viergever
The briefing was to capture the collection and its concept. Nothing comes in more handy than a rubber band. Use it to tie your hair into a ponytail, keep a bunch of envelopes together or use it as a slingshot. Look beyond its functionality... and you can see a bracelet. The rubber band is often worn thoughtlessly around the arm. By adding Gummi C, a plain rubber band around the wrist is turned into an icon of nonchalant elegance and effortless style.
A selection of photo's from the campaign are shown here