Song For The Mute's New Campaign Is An Ode To Familial Heritage
Song For The Mute, an Australian brand, have released their 20.2 campaign shot by Olgaç Bozalp. Modelled by locals in the Turkish regions of Cappadocia and Konya, Bozalp documents the brand's latest collection in his native home. A narrative of familial heritage runs throughout, tying Bozalp's imagery to the continuing exploration by Song For The Mute's creative director Lyna Ty of Tunisia. These notions also inspired the collection, 'DJEBEL', with Ty inviting Bozalp to collaborate and interpret the clothing in a way that resonated with his own heritage.
Family style portraits are shot on location, featuring the collection and garments worn by locals. 'Cappadocia doesn’t actually feel like a place that belongs to this world... The people I’ve met during my journeys, seeing their realities and living it with them, creating a moment, what I want to do and what I am impressed with is all in the photographs' explains Bozalp of the experience of creating the campaign.
Inspired by the narrative-laden fabrics gathered by Ty within Tunisia, Bozalp's imagery captures the tapestry-like textiles playfully used throughout the 'DJEBEL' collection. 35mm photographs are juxtaposed with digital imagery captured by Ty, appearing as digital prints and raw-edge printed patches sewn onto garments. Woven panelled hats and tapestry-like tote bags feature seasonal SFTM ‘chains’ re-imagined as braided ropes with wooden beads, serving as reference to the functionality of everyday Tunisian items.
The campaign is set to be installed globally with 75 stockists, including Selfridges and Dover Street Market. Each venue will contain a unique interpretation of the collaboration, and all are set to directly reference the architecture, landscapes and textures from both the collection and campaign. The installations will feature the campaign imagery, mood videos and an accompanying cassette. There will also be a short documentary, revealing Bozal's creating process, available to view now on SHOWstudio.
