No matter what we create, we pay attention to every detail: from the concept of each collection to the functionality of the garments when worn. We maintain this approach in everything we do, including preparing for photoshoots. Recently, we presented the new Zidans CONCEALED collection. Let us tell you about how we prepared for the collection photoshoot.

The starting point of the campaign was the concept of CONCEALED, which emphasized that while the audience sees a refined ballet performance on stage, the everyday work of the ballet dancer remains behind the scenes.

We decided to showcase the ballet dancer's training sessions as an endless daily routine. The repetition during training is represented through sequence photography with recurring poses, where only the dancewear changes to illustrate the passage of days.

While preparing for the photo shoot, we researched collages that depicted the slightest changes in the body during movement. We wanted to capture the beauty of gradual improvement in dance technique.

Ball Gowns. Stella Tennant photographed by Mark Borthwick for Vogue Italia, May 1995.

By Floris Michael Neususs

Poses from Yoga

For our collages with recurring poses, we put together outfits that allowed both repetition and slight changes between photos - the change of print or the addition of a skirt. Through this approach, we demonstrated the endless succession of days and conveyed the consistency and regularity of training, as well as the repetition of choreographic sequences. Taking into account our ideas and references, the following photographs were created:

A ballet dancer's work entails high physical and emotional demands. During training, they can only allow themselves short breaks to gain strength for further dance rehearsals. We decided that several shots should be dedicated to rest and moments of respite.

by Carolina Marie Robertson on Instagram

We wanted to convey the atmosphere of countless hours spent in the rehearsal room through frames of the ballet dancer warming up, relaxing on the floor, lying on the barre, with clothes carelessly thrown on the barre.

It was important for us to find a photographer who could capture and convey the essence of our concept, and we invited Alexander Yakovlev, who has been working with ballet dancers for many years and knows a lot about ballet behind the scenes.

We wanted to find a ballet dancer who resonated with the CONCEALED concept, and Ksenia Shevtsova was the perfect candidate. However, at first, we hesitated to invite her because she had already participated in our previous campaign for the "Stained in Print" collection. Nevertheless, later on, we decided that her participation fits perfectly into the story about repetitions and the ballet dancer's long hours of work behind the scenes. As a result, Ksenia showcases repetitions not only within the campaign but also across several Zidans collections.

@zidancewear

CONCEALED Photoshoot. Preparation and Behind the Scenes

♬ סאונד מקורי - Zidans