Poised in dancerly, balletic stances, the muscular, nameless male our bodies featured in Pimples Studios’s newest marketing campaign photos curve in tandem with the smooth contours of the model’s iconic Musubi bag. The Japanese phrase for “knot”, a musubi is an ornamental sash worn to maintain an obi in place, and it impressed the Swedish model to create the bag with a twisted knot motif. Sans obi – or any garments in any respect – the marketing campaign captures leathers towards naked pores and skin.
The marketing campaign is the work of New York-based artist Talia Chetrit, whose photos centre round themes of intimacy and sexuality, laced with a playful eroticism. Her 2019 monograph, Showcaller, included stylised and sometimes nude self-portraits amongst nonetheless lifes and road images – there’s a picture of Chetrit and her companion bare and kissing in a meadow, and elsewhere, the bustling streets of New York Metropolis.
“I’ve lengthy admired the work of Talia Chetrit as a result of she treats every part in a singular, very private method,” says Pimples Studios’ artistic director, Jonny Johansson. “This mission was her concept solely – we simply despatched her some luggage to {photograph} as she wished.”
The marketing campaign is launching as we speak at Pimples Studios HQ in Stockholm with two particular installations – first with a big print draping the constructing’s entrance. “It is a brutalist constructing, the previous Czechoslovakia embassy that Pimples restored in 2019, and sits on a really unsuspecting, quiet neighbourhood road,” Pimples Studios’ newly put in chief advertising officer (and Dazed’s former editor-in-chief) Isabella Burley tells AnOther. “We beloved the concept of projecting this highly effective nude physique on the constructing in such a direct method. A method to get up the neighbours at 9am within the morning!”
“Inside, we additionally coated two elevators with photos from the marketing campaign,” Burley continues. “We appreciated the concept workers heading to conferences can be coming out and in of those elevators daily interacting with the works. It felt like a playful method to launch the mission!” With the marketing campaign launching as we speak in New York, Los Angeles, Miami, London, Milan and Berlin by a sequence of out of doors print activations, Pimples Studios broadcasts a message to the world: you’re by no means absolutely dressed with no bag.
