We had a tonne of fun last month shooting the Burning Daylight campaign for the VLS winter staples. We collaborated with the ever-talented @rubinutama for a fun-filled day that resulted in an amazing new lookbook and some incredible shots of the new range.
Rubin is a Melbourne based photographer who has extensive experience in the fashion industry, both in front and behind the camera lens. Having worked on the VLS Thick as Thieves campaign he is no stranger to VLS Collective and knows how to perfectly capture the ethos of the brand. His clean, sleek and effortless shots seamlessly tell the story of the campaign from start to finish.
The shoot took place in Victoria Park, Abbotsford which is just 20 minutes from Melbourne CBD. The oval hosts a number of cricket and Australian rules football matches and is home to the Mighty Magpies. With stadium seating, concrete surfaces and industrial backdrops the location was an ideal urban setting for the campaign.
In true VLS nature, the models (@irmagranit & @alex_s_fernandez) neither complained, nor explained as they were flung through a number of outfit changes and the inevitable chaos that is required to yield the perfect image. Hair and make up was clean and minimal to mirror the relaxed vibe and ease of the 'mix and match' VLS pieces.
The brief for this shoot was to create something modern, fresh and care free to capture the vitality and spontaneity that is VLS Collective. Burning Daylight tells the story of a couple of friends hanging about to shoot the breeze. They are purposely killing time and living from moment to moment, for as Morrissey once said:
"To live whilst you're alive, is such a rarity."
As daylight starts to slip away, the possibilities of the night expand and start to take hold. Collaborative styling efforts were made by the whole crew to reiterate the true purpose of VLS clothing; worship the individual and promote self-expression.
Photographer: Rubin Utama
Models: Irma Grait & Alexander Fernandez
Styling: Victoria McGuigan