Joel Janse van Vuuren is a bit like Disney but with clothes. Even though this shoot is named The Spirit of Galatea, which refers to the Pygmalion’s statue in Greek Mythology that came to life, I would like to analyse it through my glitter filled eyes. Shot by Ilse Moore, who is much like God’s gift to fashion photography, the campaign is able to fast forward your imagination into fairytale land, where there is a world under the sea, animals talk and grass is edible.

Joel Janse Van Vuuren underwater fashion shoot

Click the thumbnails for full pictures:
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign
The Spirit of Galatea, Joel Janse Van Vuuren Campaign

The romantic premise of this shoot takes us to the seabed where mermaids fall in love. The peaceful and serene expression on model Elsa Bleda’s face suggests she is content and waiting, waiting for that one love. Adorned in lime and white chiffons she lays in the water effortlessly. Vuuren’s collection is a dream-like existence where marshmallow pink chiffon makes for an easy maxi skirt and an over-sized paint print in sea blue, chocolate and cream provokes us to go and live amongst the mermaids!

Submerge yourself in this beautiful shoot in its entirety by clicking on the thumbnails.

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