Kraft

A KALTBLUT exclusive. Photography and creative direction by Shin Jeong Hoon. Videography by Axel Lauhon. Set design by Pía Soria. Styling by Elsa Weber. Make Up by Lucía Argüello. Hair by Deeon Oxygen. The models are Naima and Serafima. Retouched by Salva Amin Azad. The venue is WE Studio. Production by SHIN Production.

In an era that is often dominated by digital smoothness and staged perfection, the editorial “KRAFT” quite deliberately dedicates itself to the tangible, the unadulterated, and the raw materiality. The title is thereby not only an allusion to the material that dominates the scene, but also a statement about the irrepressible energy that lies in reduction.

Under the creative direction and through the lens of photographer Shin Jeong Hoon, banal, brown kraft paper transforms into an almost majestic, rock-like landscape. The set design, created by Pía Soria, plays masterfully with dimensions and perceptions: A material that is actually fragile and everyday industrial is robbed of its original function and formed into rugged, archaic mountain ranges.

There arises a reduced, almost dystopian stage that creates its very own, silent tension. In the midst of this earthy, monochrome backdrop, the fashion unfolds an architectural force. The looks curated by stylist Elsa Weber play virtuously with extremes. Voluminous drapings, unconventional silhouettes, and deep black break the organic forms of the paper.

With selected, avant-garde pieces from designers such as Rick Owens, Reza Nadimi, and House of Gobin, the clothing becomes a textile armour.

The fashion functions here not as a mere accessory, but as a protective shell that radiates strength and an unapproachable elegance at the same time.

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The models Naima and Serafima fill this surreal scenery with a cool, sublime presence. Their body postures reflect the sculpturality of the set. Supported by the precise, characterful make-up of Lucía Argüello and the architectural hair stylings of Deeon Oxygen, they themselves become an organic part of this artwork.

The hard edges and metallic reflections of the accessories stand in a permanent, fascinating dialogue with the matte, wrinkled texture of the paper.

Ultimately, “KRAFT” is far more than a fashion spread. It is a visual essay about the field of tension between fragility and indestructibility, between structure and chaos.

Shin Jeong Hoon captures that fleeting moment in which the raw meets the sublime, and proves impressively: True expressiveness needs no sensory overload, but rather the courageous focus on form, shadow, and texture.