"Being that we were shooting a concept for a summer release, I wanted to do something that would be very ’summer-y’ without being cliché. Living in Southern California, we have access to so many incredible beaches but none felt right for this release. There needed to be a DIY element, something to infuse additional creativity and collaboration into the project. I love working with teams and am always trying to infuse a collaborative spirit into the work that I do. Luckily, Ty & the IB team are incredibly supportive of that and do much of the same within their business already. With that being said, it always adds a layer to the work that is very genuine to who "INTENTIONALLY __________." is as a brand."
- Ariana Velazquez, creative direction, styling & photographer
"Conceptually speaking, I was really inspired by an image I came across of a set mimicking a sunset scene that included sand. It was a set for small product but I thought it would be really cool to supersize it big enough for a model. I’ve been on a pretty big kick with shooting studio set-ups vs. outdoor/location. Luckily, I have access to a large warehouse space that can easily be transformed. From there, I was able to collaborate with a great team of set designers to really bring it to life. We felt the tropical aesthetic would contrast the warehouse beautifully. We ended up with a few scenes that read as deconstructed plays on beach-y summer moments in time that feel a bit dreamy."
"Wardrobe wise, Intentionally Blank shoes have so much character on their own that I prefer to style the looks to compliment that rather than build on it. The garments we decided on are feminine but subtle and sophisticated in a way. I love the idea of someone showing up to the beach in a blazer or a silk skirt - completely dysfunctional looks for the setting but really stand out in a fun way. Juxtaposition is everything. I feel it really helps to give a stage to the shoes as the statement makers in the total look. The colors and textures are quintessentially summer and I wanted that to stay the message. Like, ‘let these shoes bring you into summer!"