It is important that the people who see it be able to associate it with a story.
I heard that you directed the photo shoot for this season's look as well. Could you tell us what exactly you did?
Simon:I handled location scouting, model selection, lighting instructions, and styling. I am a filmmaker with "Tomato" and I put all of my efforts into this project.
What was the mood like on the set?
Simon:. we always had a supportive staff, so it was easy for us to communicate with each other. I believe that we were able to form this team because we have been working on the brand for eight years. One lighting staff member joined us for the first time, and we had a long discussion with him so that we could bring out the best in each other. I think we were able to create a wonderful film by having everyone be aware of the importance of collaboration, without anyone taking the lead role.
What is important to you when directing such a shoot?
Simon:Story. The most important thing is to allow the viewer to associate the story with the various elements, such as the spatial presentation, the model's facial expressions, and the props.
What did you pay particular attention to during the shooting of the film?
Simon:Lighting. To express this season's theme, "Sunrise," it was essential to create a light like a sunrise. . We obtained very expensive lights for this purpose. We experimented with it in various ways and were able to express an expressive "sunrise.
. and also the characterization of the model. . I am also a filmmaker, so I am good at such things. . I told the models to "look dreamy," "create a bright future," and many other things as I shouted at them on site.
I would be happy if you could sense from the look the atmosphere of the morning smells, glare, and sounds, as well as the positive energy directly related to "Sunrise".
WORK NOT WORK / 2020SS COLLECTION
A look from the 2020 SS season of Work Not Work, directed by Simon.
. I want to make clothes that allow the wearer to acquire his or her own identity.
You mentioned that you have been running the brand for 8 years, and I believe that there have been many changes and growth in that time. Simon, how do you see the current " Work Not Work" brand?
Simon:Many emotions and thoughts have crossed our minds over the years, but our core has remained unchanged since our founding. . On the other hand, there is a sense that the knowledge and experience we have accumulated have overlapped like layers. . While respecting this history, I would like to lead us in a better direction.
Finally, what are your goals and visions for the future?
Simon:As I mentioned earlier, we are flexible in our manufacturing, based on a "free spirit". . This means that we can take on various adventures. We make clothes with this in mind, but rather than fashion, we want to make clothes that allow our customers to define themselves. In other words, we want to design clothes that allow the wearer to acquire his or her own identity.
