CYNICS – “I Am You, You Are Me” Campaign

Over the last two months we have had the pleasure of working with unconventional Australian accessories label Cynics on their new collection campaign.

The collection, ” I Am You, You Are Me” is named after the traditional interoperation of the Mayan greeting, “In Lak’ech.”

“I Am You, You Are Me” in Mayan tradition is the basis for a way of life, an acknowledgement of an intimate connection to all life in and beyond the physical dimension in which we exist. This sacred belief of a unified existence is the essence of the collection and is subtly carried through each piece. Read the complete press release here.

The concept for the Cynics campaign began to develop in our minds when looking at street style photographs. The finished product is a ‘mock’ street style photo shoot, based on Tommy Ton’s iconic style of accessory focused photography. Its models are well-practiced fashion bloggers.

The campaign also reflects the concept of, “I Am You, You Are Me,” in a very unique way. It plays on our, ‘connectedness,’ and the materialistic influence of street style. Thanks to the Internet, street-style photography and fashion blogs, the way one person styles themselves on one side of the world creates a ripple effect worldwide.

The campaign features four key fashion looks that were filtered through the collection: bights, pastels, edgy and multi-tone.

Prominent Australian street style photographer, Byron Spencer, shot the campaign with Carmen Hamilton of Chronicles of Her and Vogue Spy Style, Brooke Lazarus of The Topknotter and Emily Fang of Little Black Book as his ‘street style’ models. The photo shoot took place around the instantly recognizable, previous home of Mercedes-Benz Fashion Week Australia, The Overseas Passenger Terminal at Circular Quay.

The campaign incorporates the tongue in cheek side of the Cynics label, with a quirky take on its deeply spiritual inspiration for, “I Am You, You Are Me,” but it also presents a very real modern reality, that we are all virtually connected and effected or inspired by one another’s actions no matter how simple. The marked way in which we express ourselves through clothes and accessories can define our identity and influence others all around the world, so powerful is our connection and admiration for one another.

It was a lot of fun putting this campaign together and we really enjoyed the day of shooting with such a great team. We would like to say a big thank you to Cynics for working with us as well as to the campaign team who all did a marvellous job!

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