Fam Irvoll Fall / Winter 2014.2015 // Oslo, Norway
Fam Irvoll has a very unique way to see the world around her. Whimsical and filled with color, she lives in a reality where you wear your visions. Although she has received critique for being too conceptual and not wearable, Fam’s world has with each season evolved into a collection that screams of her own persona, while appealing to that person unafraid of a bit of fun. Yet what is admirable about a designer like Fam Irvoll, is her ability to stay true to her own way of work, even on a difficult market. Having been recently selected to design and sell a collection for Topshop, she is one of the few Norwegian designers who can proudly say that she has worked her way up to the top from scratch. That is memorable.
And going even beyond her latest collection, it is Fam’s approach to fashion and creativity through a youthful eye, that brings something different to the market. Getting a chance to step into her fantasy backstage as the models/celebrities stepped into the runway, I tried to capture that essence of her world. In all different colours and types of beauty, Fam Irvoll provides a tone to that youthful voice within each girl. Because at no age does one stop having it, but rather stop hearing it.
It is playing on that printed swan present through her latest collection that a journey starts for that Fam girl. Whimsical, playful and overall, herself.
Even before starting to work within fashion and photography, I’ve always had a strong interest for fashion models and their role in the industry. Beyond finding that perfect face, it is about that special moment where a gaze, an expression and an attitude bring forward an emotion out of the viewer. All in all, the ability to communicate feelings and ideas through imagery without words is a powerful tool.
So I took up my camera and started snapping away. Digitalising that candid moment.
Sofie is not only a special face, but a memorable at that. The pouty lips mixed with her feminine fragility and her overall androgynous mystery create an alluring stance that draws in the viewer in. Contrasting her soft nature with a bit of Givenchy, she truly provides an elegant, yet modern vibe to each image. Snapping away I discovered those delicate moments in time, Sofie’s hair blew in the wind and that youthful essence shined on. Still curious and eager to see where that true essence will lead her.