Montreal-based underwear and swimwear brand Em & May has unveiled an unconventional campaign visual that breaks away from traditional lookbook formats. By displaying body photographs on a MacBook screen and layering actual garments over the monitor to mimic a worn appearance, the campaign playfully dissolves the boundaries between digital and analog, virtual and real.
The unique visuals created by merging on-screen images with physical clothing pieces cleverly cross the gaps between flatness and volume, digital and object, effectively conveying the brand's free-spirited and nonconformist aesthetic. Instead of conventional studio shoots or model-worn imagery, the campaign uses an everyday digital device—a MacBook—to simultaneously deliver wit and creativity.
This campaign also offers a fresh proposition for fashion communication in the social media era. It demonstrates that impressive visuals can be created with just a laptop from daily life, without expensive shooting equipment or complex setups, potentially inspiring independent brands and creators alike.
Based in Montreal, Em & May is known for its liberated and experimental design philosophy, and this campaign exemplifies their unconventional perspective and sense of humor. This project, which presents new possibilities for fashion campaigns, is expected to influence the creative direction of brands targeting digital-native generations going forward.
The unique visuals created by merging on-screen images with physical clothing pieces cleverly cross the gaps between flatness and volume, digital and object, effectively conveying the brand's free-spirited and nonconformist aesthetic. Instead of conventional studio shoots or model-worn imagery, the campaign uses an everyday digital device—a MacBook—to simultaneously deliver wit and creativity.
This campaign also offers a fresh proposition for fashion communication in the social media era. It demonstrates that impressive visuals can be created with just a laptop from daily life, without expensive shooting equipment or complex setups, potentially inspiring independent brands and creators alike.
Based in Montreal, Em & May is known for its liberated and experimental design philosophy, and this campaign exemplifies their unconventional perspective and sense of humor. This project, which presents new possibilities for fashion campaigns, is expected to influence the creative direction of brands targeting digital-native generations going forward.
FAQ
What kind of brand is Em & May?
Em & May is a Montreal-based underwear and swimwear brand pursuing a free and experimental design philosophy. It's gained attention for its inventive lookbook campaign overlaying real garments on body photos displayed on MacBook screens.
How was Em & May's MacBook campaign shot?
Model body photos displayed on MacBook monitors were layered with actual garments positioned atop the screen, creating an illusion of wear. This method playfully intersects boundaries of flat and dimensional, virtual and real.
Why did a fashion brand make a lookbook with a MacBook?
Em & May used everyday digital devices instead of traditional studio shoots, delivering wit and creativity. It demonstrates impactful visuals without expensive equipment, effectively conveying the brand's unconventional and liberated aesthetic.
