Yoga and fashion brand WE-AR advocates passion-fuelled living. As ethical renegades, the WE-AR team place equal weight on feeling and looking good. Though their organic, eco-luxe textiles lie lightly against the skin, they also protect the ecological health of cotton-growing regions. With their Spring Summer 2011 Collection ‘Morning Light’, the brand explores new, ultra-feminine looks and silhouettes: lace dresses, swinging tops, and bodysuits in soft, natural shades. As street style or studio-wear, these pieces are fit for passionate living.
To celebrate the brand’s first “off-duty” collection, ClairObscur designed and shot WE-AR’s SS 2011 campaign video, which honors this kind of exuberant living. Speaking directly to WE-AR’s urban audience, the film’s moving imagery encourages openness, conscious practices, and lighthearted exploration. Juxtaposing vibrant summer streetscapes with cool studio scenes, creative director Jen Raoult also references WE-AR’s versatility as a fashion and yoga label.
Creative Director:Jen Raoult
Director: Jen Raoult
Cinematographer: Tammy Williams and Jen Raoult
Edit: Jen Raoult
Music by Rhian Sheehan