The Challenge: Elevating Cultural Identity in an Industrial Landscape
Diversity Fashion Week, hosted by African Heritage Switzerland, is a cornerstone of Zurich’s multicultural fashion scene. For their campaign, the goal was to move beyond traditional studio portraits and place the collection in a raw, living environment. We needed to capture the vibrancy of African textiles while honoring the urban, Swiss roots of the event’s location.
The Concept: The Intersection of Texture and Tradition
For the key visuals at Frau Gerolds Garten, we focused on "Urban Elegance." We wanted to prove that heritage wear isn't just for the runway but also it’s for the streets of Zurich. The concept was built on three visual pillars:
The Contrast: Pairing high-fashion African prints against the rusted containers and wooden textures of Zurich West.
The Movement: Utilizing the open-air layout to capture the integration of the garments in the local backdrops.
The Community: Using the garden’s communal atmosphere to reflect the inclusive spirit of African Heritage Switzerland.
Technical Execution: Harnessing the Hard Afternoon Sun
Shooting at Frau Gerolds Garten mid-day presented a significant lighting challenge: harsh shadows and high-contrast environments. Instead of fighting the sun, we leaned into it. Depending on the specific pocket of the garden, we utilized a 1-4 flash configuration to maintain consistent branding across different light qualities. In the open areas, we used a multi-strobe setup to overpower the sun, creating that signature crisp, high-end look. In tighter, more textured corners, we stripped it back to a single flash or a simple reflector to work with the existing shadows.
