De Jeunes Gens Modernes

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Pour son premier parfum AnOther 13, sorti en octobre dernier, AnOther a demandé à la photographe Lina Scheynius (dont nous vous avions parlée ici) d’en réaliser la campagne en faisant ce qu’elle sait si bien faire : se mettre en scène à travers une série d’autoportraits, dans lesquels on retrouve cette légèreté et cette spontanéité propres à la photographe. Celle-ci nous explique la campagne dans une interview réalisée par Lucia Davis (cliquer sur “more”).

Born from the meeting between AnOther and perfumiers Le Labo, AnOther 13 is AnOther’s first fragrance, a hand-blended scent composed by 13 ingredients, and released in last October. The talented photographer, Lina Scheynius, also contributing photographer to AnOther Magazine explains its campaign image. See below the interview.

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(c)Lina Scheynius by Lina Scheynius

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“We didn’t want to make a traditional perfume image, but something more real and raw. I have done loads of self-portraits in the past – it’s very much part of my work and how I started out. AnOther asked if I would be interested in doing a self-portrait for the scent and I loved that idea. So I found a nice five star hotel, checked in there on my own with only my cameras and a load of film and a couple of Chloé outfits, and spent the evening playing around. I shot the images on Polaroid film. I love how it is instant so that I at least have some idea of where I am heading when I can’t look through the lens and I love the vintage feeling of them. I used some of the last boxes of Polaroid I managed to find. It’s getting almost impossible getting a hold of them these days. When I work it is almost always spontaneous, and that’s how I love to keep it. I don’t spend a lot of time planning or thinking about why or how, I just find something that attracts my eye and then I play around with it. I usually have an idea of where to start, but not where to finish. I love it most when I manage to surprise myself. I don’t like to tell the viewer what they should see in the images either. I think one of the beautiful things about photography is that every viewer can find their own story in the picture.”

Interview by Lucia Davies

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(c)Lina Scheynius by Lina Scheynius

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(c)Lina Scheynius by Lina Scheynius

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(c)Lina Scheynius by Lina Scheynius

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www.linascheynius.com

www.anothermag.com

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A.L.