Kazakh director Aisultan Seitov, who filmed 21 Savage and J. Cole’s video for the song “A Lot”, Ivan Dorn’s video, the broadcast of Donda Ye’s album presentation and his own ethno-horror “Kash” , became the face. of the new Ushatava campaign. She tried on a sheer jacket from the SS24 Paper Street collection.
The anatomy of the model is based on various types of woven horsehair decorations. Thanks to this design, the product takes on a monumental shape while remaining mobile. Each jacket is created by hand to individual measurements and the entire production cycle takes over 40 hours. Aisultan chose simple blue jeans to combine with this garment.
In an interview with Ushatava, Aisultan spoke about the place of fashion in her life: “For me, this is another form of self-expression. When I was a teenager, I always followed trends and wanted to be like someone, but now everything is different: I try to dress how I feel. And I love fashion because it creates beauty.”
Previously, Ushatava shot a campaign for the Garderobe collection in collaboration with Takashi Homma: this is the first story of the fashion house created with the participation of an international photographer. Her professional portfolio includes work with iD, Dazed, Purple Magazine, Self Service and other famous magazines. We talk in more detail here.
