Michal Pudelka reunites with the Slovak fashion brand in a visual study about the languor of an Eastern-European suburb.
“I wanted to explore the concept of air that inspired the collection and push it further through the visual narrative,” explains Pudelka about the campaign that supports the NEHERA Summer 2018 Collection. “My aim was to create the visuals that exude emotion and a sense of weightlessness during a weighty time in our world.”
The shooting took place in suburban areas of Bratislava, Slovakia, where the mass housing architecture has barely changed since the end of the cold war era 30 years ago.
“In Communism they used the tiniest amounts of space to house as many people as physically possible. The airiness and light fabrics of the clothes while shot against the heavy architectural backdrops created a very interesting visual momentum,” says the photographer about the work that captures and interprets the unique collection.