Levi's® Made & Crafted™ | #06 Photographer Adam Kremer
Art Expressing the Brand's Theme: October
#06 Adam Kremer
Reconstructing Garments and Style
Levi's® Made & Crafted™ is a line inspired by Levi's historical products, incorporating modern 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 expresses the season's theme. In October, the photographer is Adam Kremer, who captured model cutouts that resemble trompe-l'œil (optical illusion) imagery.
Levi's® Made & Crafted™ features various American photographers to shoot the brand's seasonal items. Each month, a photographer is selected to present their creative interpretation and expression of the collection. The works from this project are published on the Levi's® Made & Crafted™ blog (http://levismadeandcrafted.tumblr.com/), Levi's® social media, and online magazines.
Text by Kase Tomoshige (OPENERS)
Focusing on Structure and History
What part is photograph, and what part is the model's actual body? The works by photographer Adam Kremer, while seemingly unconventional, convey a straightforward message: 'reconstructing what we see now.' This message is immediately clear to both photography professionals and amateurs.—This is nothing less than the photographer's skill.
"The most important thing... I focused on 'structure' for this project. Levi's® Made & Crafted™ is a contemporary reinterpretation of Levi's design and history. I felt the garments are characterized by their materials and design."
For example, a two-tone denim motorcycle jacket or a pleated sweater. These garments were digitally composed, and their elements were recreated through their structure. The lines and shapes found in the clothing are captured beautifully.
"To delve into the structure and history of the garments, I shot them in my apartment and studio in Brooklyn. The model was Charlotte O'Donnell. This apartment, which used to be a textile factory, now operates as a studio. In that sense, I believe this place itself is also undergoing reconstruction."
Adam Kremer
Born in Australia in 1989, he is currently based in New York. His work often involves constructing images based on digital materials. Through this creative process, he rearranges and reinterprets moments he has experienced. His work is internationally popular, and he receives numerous commissions.
Levi's® Made & Crafted™
http://levismadeandcrafted.com/
- #01 Photographer David Brandon Geeting
- #02 Martin Zadd
- #03 Chloe Affter
- #04 Marcello Gomez
- #05 Joanna McClure
- #06 Adam Kremer
