NEHERA AW2017 Campaign by Michal Pudelka

With its AW2017 campaign by photographer Michal Pudelka, 

NEHERA explores the themes of nature and beginnings.

Bratislava-born Pudelka, who previously worked for the likes of Valentino, Moncler, Vogue Italia, Vogue Japan, and AnOther, not only shares a common vision with NEHERA, but the same heritage.

Through visual metaphors and surrealism, the campaign explores NEHERA’s & Michal’s Slovak roots. The vast soil of the fertile seeding fields is used as a strong visual background in which Pudelka – who was inspired by the natural materials and earthy tonal colours of the clothes – created a juxtaposition of modern workingwomen versus old school field workers.

The clothes show impressions of life and movement. Deep square pockets create flaps when opened, unzipped constructivist shapes move like panels when in motion. Mannish classics – a NEHERA signature – are redefined this time with elaborate oversized constructions. Their generous volumes controlled and reshaped with martingales cinching the back or front of sartorial coats and jackets. Elsewhere, tailored pieces cut in asymmetric patterns wrap across the body, adding a notion of fluidity.

Pudelka who draws his images before he shoots them, designed each photograph for a certain group of clothes, inspired by their cuts and overall dynamics. The result is a visual harmony that emphasizes asymmetries as points of differentiation – pushing the classic into the abstract without losing its wearability.

CREDITS

Stills Credits: Photography and Visual Direction: Michal Pudelka Creative Producer: Paul Joyce-Pudelka Photo postproduction: Richard Lavrík, JANDL Bratislava.

Video Credits: Director: Michal Pudelka Creative Producer: Paul Joyce-Pudelka DOP and Video Edit: Jakub Šteinecker, Patrik Gubiš Music: Kurt von Stetten, Undone (Instrumental)

Styling: NEHERA Make-up Artist: Ľubica Krajňáková Hair Stylist: Tatiana Hromadová Models: Milota Havránková, Linda Novotná (EXIT MM), Mária Petrovičová (EXIT MM), Klára Vizárová (EXIT MM) Production Manager: Sofia Žiaková, JANDL Bratislava Produced by JANDL Bratislava Photographer´s agent: KATY BARKER LTD

About NEHERA 

NEHERA was originally founded by the 1930s visionary entrepreneur Jan Nehera who developed his small tailoring business in Czechoslovakia to a few factories and more than 130 retail stores in Europe, the United States and Africa. The brand re-employed the timeless heritage of its former Slovak and Czech tailor studios when it was resurrected in 2014 by Ladislav and Bibiana Zdut.

Today, Slovak brand NEHERA develops it signature style of linear silhouettes using the natural materials and tangible craftsmanship. The designs experiment with shapes, proportions and volumes while remaining comfortably wearable and maintaining the classic feel. The clothes, even when still and steady, are characteristic for their sense of movement, dynamics and refreshing playfulness.

The Bratislava-based brand practices the collective approach of the diverse international team when preparing four collections every year. It uses local sourcing and high tailoring tradition while staying innovative and true to the idea of sustainability. This unique combination of the EasternEuropean working culture and the Western fashion tradition made NEHERA a part of the Paris Fashion Week official calendar in September 2015.

Today NEHERA is being sold by almost 100 retailers on 4 continents including some of the most prominent multi-brand stores such as Biotop (Japan), Boon The Shop, 10 Corso Como, Opening Ceremony, Totokaelo, Luisa Via Roma, Liberty and Tom Greyhound. Tilda Swinton, Alicia Vikander, Marion Cotillard, Katherine Waterston and Isabelle Huppert are among the notable women who have been seen wearing the brand.

Posted in: