I always find it funny when models are asked to dance for a fashion shoot, or better yet, for a fashion video; after all, a picture can hide any lacking rhythm skills. Most often than not, the attempts to make the model look cool and sexy end in an awkward and quite cringe-inducing result. The makers of Love found a good solution: In their fashion video “The Collections”, shot for the magazine’s 5th anniversary edition, they let the models move in really robotic, awkward ways, put some electronic music over it and cut it accordingly. So, even though I normally find fashion videos not very interesting, because the model usually has to writhe around in skimpy clothes or act like she’s in a pretentious “art” video (term used very loosely here), I really like this one. Well, and of course it doesn’t hurt that the models are wearing some of the season’s finest confections and styled impeccably.
The editorial was shot by Solve Sundsbo and features the models Kirsten Owen, Erika Wall, Joanna Tatarka, Lily McMenamy, Malaika, Rebecca M, Sibyl Buck, Stella Tennant, Anna Vyalitsyna, Julia Nobis, Madeline Blomberg and Onria Hardin.