The MYKITA x Mark Borthwick Collaboration is Overexposed
Vasiliki Marapas — June 14, 2014 — Fashion
References: mykita & highsnobiety
German eyewear brand MYKITA has teamed up with British photographer Mark Borthwick to create a coffee table book featuring images from its latest collection. This marks the sunglass company's first foray into the world of publishing. The brand needn't worry about being new to the scene, because the task is safe in Borthwick's more-than-capable hands.
The finished photo book features sun-drenched, ambrosial analogue photography. Borthwick's signature overexposed style further enhances the highly photogenic Atlantic island of Lanzarote. In fact, the overexposure and subsequent blurring it causes imbues each photo with an ethereal, borderline fantastical element.
Those who wish to get a copy of this limited-edition coffee table tome better hurry; there are only 99 copies in rotation. The books come with one of three prints, hand-signed by the photographer.
The finished photo book features sun-drenched, ambrosial analogue photography. Borthwick's signature overexposed style further enhances the highly photogenic Atlantic island of Lanzarote. In fact, the overexposure and subsequent blurring it causes imbues each photo with an ethereal, borderline fantastical element.
Those who wish to get a copy of this limited-edition coffee table tome better hurry; there are only 99 copies in rotation. The books come with one of three prints, hand-signed by the photographer.
Trend Themes
1. Coffee Table Books - There is an opportunity for other brands to collaborate with artists or photographers to create limited-edition coffee table books featuring their products or collections.
2. Analogue Photography - Brands can explore the use of analogue photography techniques to create unique and ethereal visuals for their marketing materials or product campaigns.
3. Limited-edition Collaborations - Creating limited-edition collaborations with artists or photographers can generate excitement and exclusivity surrounding a brand's products or collections.
Industry Implications
1. Eyewear - Eyewear companies can consider collaborating with artists or photographers to create visually captivating coffee table books featuring their latest collections.
2. Publishing - Publishing companies can explore opportunities to work with fashion or lifestyle brands to produce limited-edition coffee table books that showcase their products or collections.
3. Photography - Photography studios or photographers can seek collaborations with brands to create unique marketing materials or visuals using analogue photography techniques.
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