iD Fashion Week Reveals New Identity Image

Following on from 2011, the 2012 iD Dunedin Fashion Week image has been created locally drawing on the talent of Luke Johnston, owner of Dunedin based BrandAid along with the Ali McD model agency (model Mary Smith) and photographer Emily Hlavac-Green. "We contrasted the dark, earthly location with the light, ethereal model by using atmospheric lighting and elongating the models figure", says Luke Johnston, Creative Director. The location for the photo shoot was in front of the Caversham Tunnel, Dunedin.

The new identity image will be used on all of the promotional material for the 2012 iD Dunedin Fashion Week. BrandAid will develop the identity to become a recognisable icon of the fashion week which will feature on all promotional material developed by BrandAid and will appear on the iD Dunedin Fashion Week website www.idfashion.co.nz

Photo credits:

Creative Direction & Post-Production, Luke Johnston, BrandAid

Photography, Emily Hlavac-Green, Lenslapse

Model, Mary Smith of Ali McD Agency

Styling, Hair & Make Up, Katy Parsons

Label & Accessories, Mild Red

iD Dunedin Fashion Week idfashion.co.nz

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