In case you missed last week’s announcement, AFFALÉ launched its first collection!
All this week, we’re going behind-the-scenes, and looking at what it took for the one-woman-show that is AFFALÉ to cobble the whole collection together. In yesterday’s post, I covered the backstory of the different products that make up the collection. Tomorrow, I’ll describe how I designed and built my brand’s site, affale.fr.
Today, though, we’re going to look at the pictures, and discuss all things product photography!
IV. Preserving Your Virginity
AFFALÉ H.Q. happens to be blessed with a lovely photo studio, with tens of thousands of dollars of high-end photography gear just lying around for brands to use to shoot their wares. That’s not really my style, though. I much prefer my little run-and-gun setup: a Panasonic GH5, and one janky LED panel. Why? I’ll tell you. No, wait. I’ll let Alan Moore tell you:
“I have a theory, which has not let me down so far, that there is an inverse relationship between imagination and money. Because the more money and technology that is available to [create] a work, the less imagination there will be in it.”
Because, there’s this certain inertia that creeps in, in direct proportion to production values. The more moving parts, the less the end-result feels like a whole, living organism. As auteur, I have to feel the thing in my body in order to work with it. My hands must be in constant contact with the clay.
This isn’t to say higher production values are inherently soul-sucking, though: it’s all about maintaining proportion. Advanced process without equally advanced intimacy with the process may well end up dazzling you in all the wrong ways:
DAMON: What I love about Steven is that he’s so mercenary that even after all of that capital spent on getting it in one, you guys still cut it.
CLOONEY: The first thing I directed was ‘Confessions of a Dangerous Mind,’ and after I finished it, it was about 2 hours and 35 minutes, so I knew I was going to have to cut something. I had this really complex shot that I was very proud of, and the first person I screened the movie for was Soderbergh. He watched it, and goes, “You’re going to cut that scene.” I was like, “You’re out of your mind. It’s the best shot in the whole thing.” And he goes, “You’re going to cut it,” and I go, “No, I’m not.” Then, two months later, I was sitting in the editing room, and I was like, “Fuck, he’s right.”
DAMON: That’s what Walter Murch always called “preserving your virginity.” That’s why he doesn’t go to the set—he doesn’t want to know how long a shot took, because then you invest in it. You have to be able to look at it totally apart from the set.
CLOONEY: Oh, that’s brilliant.
Working “closer to the metal,” as the hard-core programmers would say, is the only way I know to work. So be it.
Eventually, I’ll do some human-centric editorial, but for this maiden voyage, I wanted the product to speak for itself. Establishing shots, if you will. These days especially, shooting products in a more lifestyle vein is best done with even less production value than even I usually go for. Best it not even be a “production” at all. But I’ll leave that for a future post!
V. *Theme From Phantom Thread Plays*
I also snapped some pics of the riot of color that is AFFALÉ’s Atelier. Beyond supporting normal brand operations and research and development on things like 3D-printed accessories, the space will be able receive clients of our new couture concept, should they ever find themselves in Manhattan and wanting to visit the mothership.
(Oh, and we’re currently taking on new Atelier clients! If you’re interested, scroll down to this post’s footer to read more!)
And that’s a wrap for today! Catch up on yesterday’s post if you missed it, and tomorrow, we’ll finish up the series chronicling AFFALÉ’s launch, covering the design and implementation of affale.fr—including few of its more interesting nooks and crannies that make a bit different than your average direct-to-consumer e-commerce experience.
plus chic, tu meurs,
—jane
AFFALÉ is now accepting new clients for its new couture concept, Atelier!
Imagine unboxing an entire capsule collection informed by your unique essence, that only you own, your own idiosyncratic wardrobe within which to envelop yourself as you make your way through the world.
With the additional options for the full tailoring experience, custom pieces jewelry designed in conversation with the artwork and silhouettes of the garments, and a mirrored digital experience for each garment made, AFFALÉ's Atelier is the most beautiful, most advanced fashion experience available.
Click here to apply now, or learn more about what all the concept entails here.
Have a friend who might be a good fit for the concept? Share Atelier with them!