Imminent future

‘Imminent future’ is a representation of a near-future - we imagine a reality in which we need to draw attention constantly.

We would do anything to pull out the attention of the rest, to let the world know of our existence.

For that matter, we would lose friendships, family, and health. In this project, the characters lose their lives for the sympathy of the public.

The characters, with a camera ready for the perfect shot, will record misery and pain. Empathy has no room in this reality. The search for perfect aesthetic, pleasure and hedonism take control of society.

The exploration of impossible beauty canons represents the future; personality is eliminated, hedonism predominates. Creativity and reinvention are the most potent weapons in this future society.

We consider a reflection on the limits of aesthetics, society and human beings. What would the world be like if we put aside the ethics and meaning of life?

PHOTOGRAPHY DIEGO CRUZ CREATIVE DIRECTION DIEGO CRUZ, FELIPE MENDEZ 3D J. KRISSIS STYLING FELIPE MENDEZ MODELS SILJE MARI, MICHAEL MOON, JORDAN CRAWFORD, SIUHEI, JILDA HAIR AYA KURAOKA HAIR ASSISTANTS MYUJI SATO, YOHU KAMO MAKE-UP ROCIO CUENCA MAKE-UP ASSISTANT MATILDE RIBAU WORDS PABLO DONAS

CLOTHES J. NANA PARK, MISBHV, MARINE SERRE, JUSTINE JANOT, ANNAKIKI, ZILVER, BOTTEGA VENETA, LADO BOKUCHAVA, UNTITLAB, MARIA ANTONINA KOPYTKO, NAKED WOLFE