MYKITA’s emotionally charged brand campaign was, for the second season, shot by
photographer Mark Borthwick. With his warm, spontaneity infused work, the Britishborn
artist is revered for his personal style of photography. Borthwick, along with
other innovative photographers of the ‘90s, broke through the conventions of fashion
photography and established a new working order that tremendously influenced
all aspects of editorial and advertising photography.
Borthwick’s work is about the movement of the model, and the serendipity of accidental
clutter is as important to his images as the products shown. Integrating elements
of fashion, architecture, and design, Borthwick has developed a uniquely personal
and intuitive approach. His ability to transfigure a static photo into a performance
is often praised.
His perceptive and seemingly effortless images appeared in magazines such
as I-D, Italian Vogue, Interview and Purple. Mark has worked for designers such
as Comme des Garçons, Hussein Chalayan, Martin Margiela etc. His photographs
have been exhibited around the world, and featured in art magazines such as
Artforum and Flash Art.
The MYKITA 2010 campaign was shot at Borthwick’s house as well as in Prospect
Park in Brooklyn with a Leica. The images feature friends and members of his family
wearing MYKITA’s new eyewear collection, and were taken without any additional
artificial lighting, make-up or styling.
2010 Campaign Shot by Marc Borthwick