New Normal - 新しい現実
In February of 2020, COVID-19 began to spread worldwide.
The Netherlands entered its lockdown in mid-March. Since then, I felt that our lives and our ways of thinking were going to be altered greatly.
When I took the time to think about the brand AMBEREBMA, instead of coming up with a new collection
I wanted to express my thoughts and ideas in the form of a visual campaign, which I was not able to do in the past years.
WHAT IS THE REAL THING?
In midst of a lockdown, realistically I couldn’t have models to photograph the campaign. I look through my social media but what I see over the screen, these beautiful flawless people, do they really exist? Are they real?
With the development of technology and new apps, it seems like the “real” people, seemed to become more fake.
In a situation like this, what I realized is that the paintings that my artist friends have created by hand, and the expression and its depiction seemed closer to the real thing.
Each bag of AMBEREBMA’s collection is made carefully in a factory in Toscana, Italy. The brand uses leather from Italian and Dutch tannery.
The metal Hardware are also made in Italy. Every process requires human handcraft.
With the concept of social distancing being imposed, and our overall connections and relationships being a bit distant, I wanted to express warmth.