Levi's® Made & Crafted™ | #05 Photographer Joanna McClure

Art Expressing the Brand's Theme: September

#05 Joanna McClure

The Artistry of Denim Sculptures

Levi's® Made & Crafted™ draws inspiration from Levi's historical products, incorporating contemporary materials and sewing techniques. The brand also garners attention for its initiatives through pop culture, such as art and music. One such initiative is this series, where a different photographer each month interprets the season's theme. For September, we feature still-life photography by Joanna McClure. Let's explore her work, which focuses on "sculpting with clothing."

Levi's® Made & Crafted™ collaborates with various American photographers to shoot the brand's seasonal items. Each month, a different photographer is appointed to release creative interpretations and expressions in their unique style throughout the year. Works from this project will be published on the Levi's® Made & Crafted™ blog (http://levismadeandcrafted.tumblr.com/), Levi's® social media, and online magazines.

Text by Kase Tomoshige (OPENERS)

Sculptures Made of Clothing

There are several methods for photographing clothing, such as dressing models or creating scenarios outdoors. For magazines and catalogs, one of the most common and orthodox techniques for showcasing garments is still-life photography in a studio using strobes, often referred to as "product shots."

When clothing is laid flat for photography, whether for men's or women's wear, the resulting image is, naturally, fundamentally "flat." While variations exist—such as adding padding, folding, creating wrinkles, or shooting from an elevated angle—most images end up as "photographs of flat objects taken from a bird's-eye view."

Joanna McClure, a professional commercial photographer, has likely spent years and captured thousands, if not tens of thousands, of shots in typical still-life settings. It is through this extensive experience and iterative process that she has arrived at the challenging and unique approach seen in this series of photographs.

"I feel like I've finally arrived at the purpose of this project after many repetitions. Being able to shoot denim freely is a blessing, but it also presented a significant challenge. Amidst infinite possibilities, I focused on the denim's production process, structure, and durability. To convey these three elements, I found that presenting the clothing as strong and dynamic sculptures was the most fitting approach."

Tied, layered, and twisted, the denim fabric creates dynamic forms within the frame, exuding a unique character absent in conventionally photographed clothing. The monthly contributions from photographers are posted on the Levi's® Made & Crafted™ blog (http://levismadeandcrafted.tumblr.com/). We hope you enjoy the diverse range of works.

Joanna McClure

Based in New York, she is active in still-life photography and fashion portraiture. Her work, inspired by color and material, is described as photography that exists on the boundary between commercial and fine art. When not in the studio, she often spends time in bookstores to cultivate her imagination, besides time spent with her daughter.

Levi's® Made & Crafted™
http://levismadeandcrafted.com/