Clairobscur | We-ar “Morning Light”
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We-ar: Timeless Spring Summer Collection 2011/12

23 NOVEMBER 2011

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