Thursday, September 13, 2012

Emma Berg - F/W 2012 Video Preview

My ideal as a designer is to appeal to the woman who is driven by the creative side of life or at least has a strong appreciation for it. -Emma Berg

This past spring we had the privilege to work with fashion designer Emma Berg on a motion piece showcasing her Fall / Winter 2012 creative collection.  The still imagery featured offers an early glimpse into the visuals we came away with.  The project came about through discussions with Grant Whittaker who describes himself as a “Fashion and Creative Catalyst.”  We had been in talks with Grant for a few months about possible opportunities to join efforts. Our backgrounds in the creative community are somewhat different, however we embraced this aspect with mutual respect for the work we’ve both created as well as the relationships and network we are always working to expand.  Partnering with Grant, and eventually Emma, opened the door to something refreshingly foreign, as our experiences have been somewhat limited in the world of fashion.  It was a great opportunity with unique challenges; the type of project we are always on the lookout for as we work to refine and expand upon our visual experiences.

We paired up Emma’s fashions with two models amid various Minneapolis locations ranging from the Ritz Theater to Harriet Island.  The stark, muted environments provided a welcome contrast to the vibrant colors of Emma’s Fall/Winter 2012 collection.  The backgrounds also highlight her sense of “sophisticated whimsy with dark undertones” - a common theme in Emma’s fashion work.  This juxtaposition of bright colors against the neutral textures may seem counter-intuitive, but works nicely with her style and is a thread that runs through her upcoming collection as well.

We are excited that our video will be hitting the big screen at MN Fashion’s “The Shows” on the evening of September 27th.  The video will introduce Emma as part of her upcoming Spring/Summer 2013 runway show.  In Emma’s new line for Spring/Summer 2013, which may have people thinking about radiant colors, Emma has moved in the opposite direction working in a more monochromatic palette reflective of her personal interpretations of current affairs in the domestic political arena.

We’ll be debuting the video on September 24th, here on the JCP Blog.  There’s a fine list of contributor’s that we look forward to recognizing and thanking.  Just like a show, this video and the collaboration around it is another opportunity for Emma, Grant, and ourselves to influence an audience, further introduce our work, and exhibit how we all continue to evolve in the creative community.