Photographer PAWEL FABJANSKI realized the new photo campaign for the brand DESCENTE, the focus of which was on the latest sportswear collection from the Japanese company. The motifs were shot in Milan where the modernistic architecture served as the perfect backdrop.
Pawel paid particular attention to accentuating lines and forms while also capturing movement and dynamics. After all, the idea was to stage the moves of sports in a haptic manner. The entire shoot is marked by Pawel Fabjański’s signature style in which dynamics, geometry, people and architecture are seemingly amalgamated to form a perfect whole.
“From Sportswear to ‘MoveWear’ – The company’s manufacturing capabilities are a strength that is essential to solving our material issues and achieving sustainability. Our unrivaled pattern technology and the high-quality sportswear manufactured in our own factories have gained a strong reputation overseas as well as in Japan, and we are much loved by customers, particularly in South Korea and China, as a premium sports apparel brand. We continue to create sportswear for top athletes, of course, but we are also utilizing the technology we have developed to date to define a new category of apparel, not limited to sports, which we call ‘MoveWear,’ the sportswear to ‘move the body and move the spirit.’ Under the ‘MoveWear’ label, we will create clothing that feels great while you are ‘moving,’ and also excites you. And to ensure customers can fully recognize this value, we will be expanding our direct touchpoints with the customer through our directly managed stores and e-commerce site.” Shuichi Koseki, President of DESCENTE.
‘To bring the enjoyment of sports to all’ – The Japanese company for sports apparel and accessories DESCENTE was founded in 1935 by Takeo Ishimoto in Osaka as ‘Tsuruya’. The company logo depicts three basic skiing techniques – traverse, schuss und sideslip.
GoSee : descente.co.jp & fabjanski.com
