Jonny Cota Studio : 2016 :

Fall / Winter

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​​​Overview :

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In the year I spent living and working in Downtown Los Angeles consulting for various brands, the primary client I worked with as Design Director of Mens (with shared overall seasonal direction built with Womens Design Director) was at Jonny Cota Studio, formerly Skingraft.

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We relaunched in Fall / Winter 2016 with a renewed focus on Silhouette, Material, Construction, Seamline Codes,

Merchandising and overall Aesthetic.

 

The original ethos of craft, leather, embellishment and moto influences were preserved and embraced, while progressing

the brand's evolution.

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​Captured entirely in natural light in a

converted apparel factory, the Mens FW16 shoot** embraces counterpoint and contradiction, adding sensitivity and depth to the severity of the line in the same spirit as the RLX Ralph Lauren Collected Seasons.

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For Womens FW16, though shot in the same location, we opted to use clean flat light to add a different softness and contrast to the work.

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**The gold leaf mask worn in Mens FW16 is an homage to Joseph Beuys' How To Explain Pictures To A Dead Hare (1965), referencing both the tenderness and severity of the performance.​​​​​​​​​​​​​​​