misri

brief>
Qirrat from Cult of Misrit reached out to me to shoot their first campaign. a luxury south asian-led brand, they wanted a teaser that felt editorial, not gimmicky. she had a very clear vision from the start.

approach>
we chose to shoot on the beach. the focus was simple. let the clothes lead.

I kept direction minimal. the idea was for the models to feel completely at ease in what they were wearing. a lot of movement, fluidity, high fashion energy without forcing it. styling played a big role, but so did how it was captured. we looked at references where the models almost just exist in the outfits. confident, effortless, fully owning the space.

post-production became an extension of that. we played with formats and compositions to push it further and give it an edge.

result>
a set of images that feel high fashion but still centred on the product. the fit, the silhouette, the movement all come through, without making it feel like e-commerce.

clean, editorial, and true to what the brand set out to do.
creative direction, photography and post-production by me.