There are fashion films as cinematic endeavour and then there are those whose purpose it is the breathe life into clothing as opposed to constructing a narrative. For Swedish fashion house Jan Ahlgren, London based photographer John Wright has crafted the latter.
Jan Ahlgren is a fashion house with typical Nordic sensibilities. It’s pieces are both desirable and minimilast. That seldom ever photographs well. That’s where fashion films come into the equation. When correctly conceived, a fashion film can set a mood and impart a spirit to a collection far better than a look book ever could. A video worthy of a screen hanging above a dark night spot, John Wright‘s video for Jan Ahlgren does just that.