Kindred of Ireland AW24
Where the wind blows
A campaign built around translating the concept of wind into imagery.
Teaser visuals used abstract metaphors, followed by hero imagery rooted in Irish landscapes shaped by wind, supported by cinematic textures and muted palettes.
The Client
Kindred of Ireland is a modern heritage fashion house rooted in linen, place and people. Drawing on Ireland’s textile traditions, the brand reimagines natural cloth through expressive silhouettes, playful details and contemporary design. Its collections pair a strong sense of story with the tactile character of Irish linen, creating clothing that feels romantic, distinctive and closely connected to the landscape and craft from which it comes.
The Challenge
Where the Wind Blows asked us to make an invisible force central to the campaign. The challenge was to show wind through its effect on the collection, revealing volume, layers and construction without allowing the movement to obscure the garments. Every look responded differently, so the timing of the model, camera and airflow had to work together across film and photography while retaining a clear visual language.
The Solution
We used controlled fans to shape the airflow around each silhouette, adjusting its direction and strength to suit the weight and construction of the garment. Movement from the model and camera was carefully choreographed with the fabric, giving every look space to lift, fold and settle. The resulting campaign film and photography made the wind feel present throughout, supported by product and detail imagery that brought the collection back into focus.
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