Abzal Issa Bekov F/W16

Creative Direction for fashion designer Abzal Issa Bekov's inaugural advertising campaign. Photography by Timothy Schaumburg.

For his F/W16 collection Abzal Issa Bekov mixes mainstream and subcultural elements to explore ideas around anonymity and ambiguity.
The campaign served as an extension to these ideas by exploring a picture-sharing mentality that exists at the threshold between private and public.
It is a comment on the kind of interaction we encounter in an oversaturated age of dating apps and social media.
In order to view the campaign the audience was encouraged to contact a phone number displayed on Abzal Issa Bekov’s website via messaging app WhatsApp.
For a limited period of time, images were sent out to everyone getting in touch, with each user receiving a unique combination.
By partnering with Dazed & Confused the campaign was introduced to a wider audience with a feature-length article.
Subsequently the campaign featured on the digital channels of Elle Magazine Brazil and London consultancy 'The Future Laboratory'.

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