Company
The FIX [TFG]
Role
Creative Direction & Production Management
Project overview
Streetwear becomes a form of cultural expression, not just fashion consumption. The research focused on how young creatives mix industrial aesthetics with high fashion, creating their own visual language that speaks to strength and authenticity rather than conventional style codes.
Execution
The production took DNM or NTHN to an unexpected location - a working quarry where raw earth and industrial elements became the backdrop for street style photography. The outdoor challenges of shooting in such an unforgiving environment enhanced the creative execution, adding authentic grit and tension that elevated the fashion narrative beyond typical studio work. The result captured that moment when youth culture intersects with raw urban landscape, producing imagery with genuine vogue energy that felt fresh and unmistakably South African.
Results
Company
The FIX [TFG]
Role
Creative Direction & Production Management
Project overview
Streetwear becomes a form of cultural expression, not just fashion consumption. The research focused on how young creatives mix industrial aesthetics with high fashion, creating their own visual language that speaks to strength and authenticity rather than conventional style codes.
Execution
The production took DNM or NTHN to an unexpected location - a working quarry where raw earth and industrial elements became the backdrop for street style photography. The outdoor challenges of shooting in such an unforgiving environment enhanced the creative execution, adding authentic grit and tension that elevated the fashion narrative beyond typical studio work. The result captured that moment when youth culture intersects with raw urban landscape, producing imagery with genuine vogue energy that felt fresh and unmistakably South African.
Results