A student idea,
or simply the perfect excuse to head back to my hometown
Fashion is the second biggest polluter, producing 60 million tons of clothes a year. The task: help people buy less.
We created fake magazine covers to announce the launch of a trendy new collection.
Each outfit had its own QR code, but none of them worked.
The collection was a limited edition, only available in users’ relatives' closets.
The idea wasn’t anything groundbreaking. Honestly, it was the very first thing we came up with.
Our real idea was for Ali to come to my roots, to get to know my hometown, because she’s one of my closest friends and we love photography.
So I called my aunts, my parents, my grandmas, my friends,
half the town got involved. We gathered amazing outfits.
-Grandma, can we do a photo shoot in your living room with your 6-year-old granddaughter and her friends?
-Of course, sweetie. Whatever you need.
I couldn’t rent the Bardenas Desert,
but we still managed to shoot there with a few friends.
We did it all, styling, production, creative direction, photography, camera work, makeup, set design.
We made the whole thing in a day and a half.
The other half day, we spent exploring Tudela, tired but happy.
Empty Fake Magazines:
I love working with Ali. It feels like our inner children are just playing grown-up in a town square.
CW: Alicia Varella & Claudia Isabal & Mimi
Art Direction: Alicia Varella& Mimi
Photography: Alicia Varella & Mimi
Stylists: Alicia Varella & Mimi
Production Assistant: Alberto Humánez
Models: A bunch of friends, my cousin, and a bunch of her friends too.