His second collection was designed during second lockdown of Paris.
Isolated and deprived from any social interaction and access to pleasure, he experienced a loss of sense of reality. While the surface was suffering from a bleak & violent social context, He felt the urge to find peace & inspiration in a universe yet untouched by humans.
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An almost virtual world only known through digital images: The ABYSS
The very deep sea where nature hosts an extremely rich ecosystem. Where animals and creatures spend a great energy to communicate with neons colours, electric currents, intricate shapes and features.
In such extreme conditions nature found a way to express our terrestrial idea of beauty.
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In ABYSS AW21 he metamorphose an element from his previous collection and transform it into an invasive pattern over the body.
The coral as a symbol of life and death. An expression of vitality and a reflection of our impact on nature.
In this collection the brand Hugo Kreit continue to explore the relationship between the organic and the artificial, the fake and the precious, the real and the immaterial.
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He use 3d modeling & printing technologies mixed with traditional jewelry making to propose almost unreal pieces.
The campaign as well as the lookbook show his models and jewels in cells and aquariums. They express the idea of isolation, the confusion between the inside and the outside, the sensation of being locked in a limited world.
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La campagna e il lookbook mostrano i suoi modelli e gioielli in celle e acquari. Esprimono l'idea di isolamento, la confusione tra l'interno e l'esterno, la sensazione di essere chiusi in un mondo limitato.
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ABYSS is about beauty and chaos, it’s about living a simulated reality.
It takes place in immaterial worlds, and isolated environments. It’s about sweet malicious & toxic colours, digital nature, jewellery as weapons.
© Hugo Kreit
Press Office: Lucien Pagès
Credits:
Campaign Photographer: Nordine Makhloufi
Still Life Photographers: Tania & Vincent
Video Director: Colin Solal Cardo
Music: Lukas Heerich
Stylist: Juan Corrales
Hair Stylist: Michael Delmas
Make-Up Artist: Lisa Michalik
Set Designer: Sophear Froment
Cast
Dustina Muchuvitz
Ildjima Toïdé
Celine Bjornlund
