BE MAGNETIC - SPRING 2015 / official video campaign
"BE MAGNETIC" is the official video of our SPRING 2015 capsule. It runs for 44 seconds and was published on 31 March 2015, in the month when we founded MAGNETIC in Odesa. The credits are short: video by Pavel Fedorov, art direction by Iryna Popova, actress and dancer Veronika Khorozova, makeup by Olesya Mihaylenko, hair by Iren Romm. The film is below.
BE MAGNETIC is a video from spring 2015, a creative piece that we filmed at the Odesa Philharmonic. The idea is that a sweet, naive and beautiful girl is not as simple and not as naive as she may seem.
MAGNETIC is also about depth, about character and about the strength behind it. It is the many sides of a woman, where lightness and strength live together and fit each other well. Character and delicacy, temperament and tenderness: every side of a girl in the MAGNETIC style is charming. There is no need to think that naive girls know and can do nothing: they know and they can.
It is a creative collaboration with Pavel Fedorov, a photographer and videographer, and with Veronika Khorozova, a ballerina of the Odesa Opera Theatre.
The mood
The video is built around a dancer and light. The opening frame is a silhouette: a profile against a bright window, the face in shadow, the light drawing a line along the neck and the shoulder. The interior is dark and warm, and the window is the only strong source. The camera stays close and the movement is slow, so you look at a gesture more than at a dress. It is a calm start.
The looks
The spring capsule had dresses with white collars, a cobalt blue suit and pieces in black, and the first lookbook of this collection, shot separately, is in SPRING 2015 / preview and SPRING 2015 / backstage shooting. The video does not explain the clothes. It asks you to feel the idea first: a woman who moves freely and is not afraid of being seen.
What was written about it
PINK Ukraine wrote in 2015 about our first capsules and the idea of the "city girl who knows what she wants". You can read the note in BE MAGNETIC! Approved by PINK Ukraine.
Where it began
At the end of July 2015 PINK Ukraine counted what we had done in four months: two capsule collections and almost 10,000 followers on Instagram. The film that we published on the last day of March is where that story starts. It is short, quiet and almost without clothes in the frame, and we still think that it says the main thing: we begin with a woman, and the dress comes after.
In the catalog today
The black dress with a clean collar line of that spring has grown into the dresses that we make today. See the dresses and the trouser suits.