Direction: Bukky Baldwin SS19


Conceptualised and developed the visual aesthetic, content and brand strategy, and the narrative behind the collection; developed the content and brand strategy; and directed, produced, photographed and designed the promotional content (stills and motion graphics) and catwalk show for the launch of Bukky Baldwin, the fashion brand run by the Whitworth Art Gallery's artist in residence Ibukun Jesusanmi Baldwin. Constraints: no budget, 3 weeks

Models - Esther Frimpong, Jayde Robertson, Kayna Baugh, Claudia Uzokwe, Rabia Begum, Nadia Ahmed, Rennae Wilson, Roisin McAuliffe, Zeinab Ali Creative Direction, Art Direction, Motion Graphics - Karina So. Editorial Photography - Karina So (below), Suji So (not shown here) Backstage Photography - Abbey Lam (below), Mo Ray (not shown here), Papa Quaye (not shown here) Co-Video Direction, Cinematography, Editing - Georgiana Ghetiu Hair, Make-up - Kara Yang, Laila Laher, Olivia Mcleod Production - Karina So., Mo Ray Set Design - Ibukun Jesusanmi Baldwin, Karina So., Mo Ray, Suji So. Casting - Karina So., Amicia Fidalga, Papa Quaye, Suji So. Production Agency - V A G U E Music - Game Winner by Joey Dosik

Concept Development

Each garment was sewn by a displaced citizen of Manchester through the Homes of Hope charity under the tutelage of Ibukun Jesusanmi and pattern-maker Clara Jones to highlight the social impacts of fast fashion through action, not marketing.
The brief was to create a visual story for the brand's debut collection that focused on the playful, colourful textiles and sophisticated, feminine silhouettes without glamourising the social enterprise behind the garment construction process.
See my notes summarising the development stages below.

Creative Output

A selection of images, graphics and video content developed from the project

The Show

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Karina So
Art Director
Suji Sodipo