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SS17 Juicy Fruit campaign shot by Hanna Moon

SS17 Juicy Fruit campaign shot by Hanna Moon

In one of Hanna Moon’s campaign shots for Folk Spring/Summer 2017, a red-socked foot whispers to a white-socked foot – an intimate moment of colour and wordless communication.

Words by Anne-Celine Jaeger

Not since Wolfgang Tillmans’ pic Karl Marseille II, of tube socks on a train, have we been so poetically drawn to the oft forgotten foot accessory, which rarely gets airtime in fashion magazines or ad campaigns. But Moon here brings it centre stage. Hell, if my feet can talk when they wear a pair of these socks, I want myself a pair in all colours. 

Hanna Moon, who has shot two campaigns for Folk to date, has used pops of colour throughout this season’s campaign, subtly highlighting the understated design details in the collection. Red string cuts across a white zipped T, a pink grapefruit slice awaits lip-execution, and a hand disappears, dance-like behind a mirror.

Moon, who has worked with the likes of Yohji Yamamoto and shot for i-D and Dazed, studied Biology before turning to Fashion Communication at Central St Martins. Although only recently graduated, she is already making an impact on the fashion world, not least with her own publication A Nice Magazine, a personal platform for her friend’s work, which is being sold in specialist outlets like Tate Modern. She says the whole point of her publication is to take the piss out of the fact that there are so many “nice magazines” out there without any opinion or philosophy.

We asked her to give us three reasons why we should buy a copy, here’s what she says:

1) “I would never really force people to buy it! Ha ha. I don’t make any profit out of it, and it actually costs more than the selling price to make them, so it’s a very reasonable price.”

2) “It is nice to own because the projects in the mags are all very personal, and have quite big names like Tyrone Lebon, Colin Dodgson and Max Pearmain.”

3) “Also, I am on the cover naked with Tyrone!”


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