Modest ready-to-wear brand, Sara Elemary unravels from the shadows in the latest FW22 collection and campaign titled Into the Light which tells the story of the modern modest woman, embracing her identity and being the heroin of her own story. The new FW22 designs speak loudly with their shapes, structures, volume and details, translating into a bold and an edgy collection that has a modest contemporary aesthetic.
The heroin is rooted, confident and her strong presence emerges from the shadows to portray her embrace of modern modesty. Sara Elemary is all about making modest wear trendy and for all types of women. The garments are an empowering source, versatile and comfortable but also fashion forward and bold. Each piece is a statement in this campaign, the light being shed on its fashionable practicality.
Into the Light is a collection that includes four major themes in garments, athleisure, co-ord sets, denim and prints. The collection has a variety of options for different occasions, ranging from morning outfits to evening outfits, there are a variety of statement athleisure joggers and co-ord sets that include a unique bandana print. The collection also includes denim jackets, pants and long statement blazers with oversized fits for the best street style fashion. Trench coats, tailored suits and sequin blazers are also other major iconic pieces in the collection to appeal to the more high end and luxurious occasions.
The choice of the light direction perfectly depicts the heroin emerging from the shadows and into the light while having her put under the spotlight to highlight the interesting silhouettes and emphasize the powerful and empowering feel of the garments. The styling was experimental; dark colors, bold make up, sleek hair and a mix of masculine and feminine structures were used. These elements along with confrontational and bold posing transformed the campaign into a visual story of the modest contemporary woman.