MAKING IT’S MARK FOR SPRING SUMMER 2018, ON PEDDER DELIVERS A REFRESHING CELEBRATION OF FREEDOM AND THE HUMAN SPIRIT.
By: Daniel Kong
Set against the backdrop of Hong Kong’s iconic urban rooftops, On Pedder’s latest campaign reaches for the skies. Featuring male dancer Josh Serafin from Brussels, the campaign captures the dancer moving in free-spirited grace in a series of photos. The campaign also marks On Pedder’s first foray into video, as the dancer’s beauty is illustrated in an intense and emotional marriage of movement and music.
Pivotal to the campaign is the many contrasts – the unbridled freedom of Serafin against the strictures of the concrete buildings, and the vivacity of breath and body against a static landscape. Serafin’s nudity also provokes a variety of themes – naked vulnerability and confidence, intimacy and power, feminine energy and masculine strength.
Conceptualised by Hong Kong-based photographer Luke Casey and styled by Sean K, this marks the second time the duo is collaborating with On Pedder, following their involvement with the Pedderzine, “Nine Dragons” issue.
The result is a campaign that not only refreshes the visual palette, but showcases On Pedder’s liberated and refreshing outlook for 2018.