NEW YORK, May 6, 2010 / — MYKITA’s emotionally charged brand campaign was, for the second season, shot by photographer Mark Borthwick. With his warm, spontaneity infused work, the British-born artist is revered for his personal style of photography.
Shot at Borthwick’s house as well as in Prospect Park in Brooklyn with a Leica, the campaign images feature friends and members of his family wearing MYKITA’s new eyewear collection, and were taken without any additional artificial lighting, make-up or styling.
Borthwick, along with other innovative photographers of the ‘90s, broke through the conventions of fashion photography and established a new working order that tremendously influenced all aspects of editorial and advertising photography.
Borthwick’s work is about the movement of the model, and the serendipity of accidental clutter is as important to his images as the products shown. Integrating elements of fashion, architecture, and design, Borthwick has developed a uniquely personal and intuitive approach. His ability to transfigure a static photo into a performance is often praised.
His perceptive and seemingly effortless images appeared in magazines such as I-D, Italian Vogue, Interview and Purple. Mark has worked for designers such as Comme des Garçons, Hussein Chalayan, Martin Margiela etc.
His photographs have been exhibited around the world, and featured in art magazines such as Artforum and Flash Art.
Mykita Eyewear is available at Bergdorf Goodman, Barneys and Net-a-porter.com
