IN-HOUSE PROJECT
UNDER THE GUISE
Role - Concept, Design, Creative Direction
Gender norms had always been a standard for our culture. As a consequence, it has created overall repression to express an alternative form of personal style. Atelier HSG conceptualized an editorial story, inspired by those who don’t fit in the culturally determined and defined characteristics of male or female. The project resulted in images illustrating the notion of gender fluidity and Atelier's fondness for androgyny in fashion. We believe genderless clothing is a serious step towards bigger change.
Photography: RITIKA SHAH
Model: AVANTI