by.agy
Client
by.agy
Services
Photo & Video Production
Year
2022
By.agy is an independent, slow fashion brand that creates handmade, limited collections. Their pieces have a focus on oversized silhouettes, natural fibres and organic, foraged dyes. The garments draw their main inspiration from the studio’s local landscape, as well as the designer’s literary influences; most notably the Bloomsbury group.
The Brief
01
Showcase
Agy Farmer envisioned a multimedia campaign that would embody a distinct queer and androgynous feel, resonating with the genderless quality and ambiguous silhouettes of her garments.
02
Showcasing Facilities
The campaign was to be focused on people and place, with the main inspirations being members of the Bloomsbury Group.
03
Conveying Values
Agy's vision for this limited drop was encapsulated in a love letter exchange between two of her muses, Vita Sackfield-West and Virginia Woolf, capturing the romantic and quintessentially English essence of the pieces.
The Approach
01
Location
Floom selected the grassy river banks of the New Forest as the campaign's setting. This location evoked the ambiance of a classic novel, offering a dramatic and earthy backdrop that complemented the brand's ethos.
02
Models
Androgynous models were chosen to mirror the genderless quality of the clothes and their ambiguous silhouettes, in alignment with Agy's vision.
03
Campaign Video
The director encouraged the models to engage with the garments, drawing inspiration from Leonard Woolf's quote, 'ease and shabbiness, looseness, and freedom.' Narration was added to contextualise the story and provide a cohesive narrative.
Meet The Maker
01
Behind the scenes
As part of the project, Floom produced a two-minute film titled 'Meet the Maker.' This interview-style film provided an insightful behind-the-scenes look at Agy's creative process.
02
Inspiration
It showcased Agy's dedication, the thoughtfulness she invests in crafting each piece, her inspirations, and her perspective on what slow fashion means to her.
03
Craftsmanship
This 'Meet the Maker' film added depth to the campaign, reinforcing the brand's story and commitment to slow, sustainable fashion.
Conclusion
The video production project for By.agy was a testament to the power of visual storytelling in conveying the artistry and ethos behind a slow fashion brand. By capturing the essence of By.agy’s designs, its commitment to sustainability, and Agy’s creative process, the videos provided a clear and compelling brand narrative. They succeeded in bringing Agy’s vision to life, capturing the unique essence of the brand, and showcasing the craftsmanship and devotion that go into each piece. These videos serve as valuable assets for By.agy, helping the brand connect with its audience and tell its distinctive story.
