ottod’Ame FW / Research

ottod’Ame

Indya’s hand.

strategy – creative&art direction – copywriting&storytelling – illustrations – location&model scouting – production– photo&video direction – soundtrack selection – editorial design

There are moments that seem endless and moments that last a blink of an eye. Hands touching, breathless runs and sofas waiting. They are unique moments. It is the FW of ottod'Ame.

Shooting days start early, very early. And they usually follow a long night full of work follows, the one necessary to refine the final details, to align the whole team, to eliminate all possible unexpected events that could somehow divert attention. It is a complex balance between concentration and adrenaline rushes. And to be honest it’s one of our favorite moments in our work. Because we see what we had already imagined, studied and composed take shape. And, every time, the emotion is great.

Black earth and sun across.

Black earth and sun across. Yet it seems so simple. How long does it take to take a photo? One moment, again. But all that leads to that moment is hours-long work, begun sometimes months earlier. The study of a concept once you have seen the collection, the search for a location that often seems impossible to have, the castings of the model, the study of styling and hair and make up together with the professionals who work with us. And then? Resurrect. The heads gather in front of the control monitor. There it is, it’s there. She is the ottod’Ame woman of this FW. And it’s exactly how we imagined it.

J’ai vu des lunes tomber. Et puis se relever.

Indya, this is the name we gave her. Together with her we let ourselves be hypnotized by geometric motifs of a room suspended in space and time, we reflected ourselves on windows marked by rain, on the chairs of an empty stalls. Playing at surprising ourselves in front of a window that is a huge eye on the world, and chasing us on a roof accustomed to listening only to the sound of the wind. And then among the trunks, many, ready for the next trip and already projected for what will follow.

The time for a caress and a hand.

Indya and her trunk. The unique and special, unmistakable one that contains Terese’s once lace. This is what the history of this FW ottod’Ame speaks of. Among moons that set and then rise again in all their enigmatic magic, Indya seeks, fights, discovers and is surprised. And she confirms herself as the perfect interpreter of the Ottod’Ame mood: ironic, impudent enough, sincere and dreamy. Woman and female, ready to return home bringing with her the happiness of loved things.

On paper, a sign.

Since the first projects created for ottod’Ame, we have always thought that the ideal support for describing the many facets and depth of the brand was the paper catalogue. Even now we are convinced of this, and it is one of the tools that in almagreal we consider fundamental in the universe we build for our customers. And then, let’s face it, it’s really nice to browse the pages!