Toronlla is the name of this fashion project, designed by Noel Eduardo Ramos Arteaga, under the premise comfort-luxury. His designs strike in disolving the barrier between formal clothing and comfortable outfits. I had the pleassure of acting as photographer in the photo sesion for the books and the presentation of the project in front of a jury.
This project intents creating a brand which through deconstructing the classical clothing concepts presents new basics, outfits which have been thought inside a dual use casual-formal, proposing an atemporal fashion trend. A new style which makes it easier to dress up for the user by giving aesthetic, functionality and comfort. Moreover, Toronlla seeks promoving transparency in fashion, with a fair production system, more human and etical. This bran would be created in Mexico, a country with a strong emerging developing and which is giving a chance to new local brands.
For the photoshoot we decided to take an outdoor sesion, in a sunny sky. Toronlla is a word trick created from the Mexican-Spanish word toronja, which means grapefruit. The models’ make up subtly introduce this color in their visages, so a contrast with the dark-blue (complementary color to orange) could be achieve. Thus, the background should be a very plain and simple one, but with enough details to offer a context.
It was decided a simple metalic one, searching the façade of a building, in order to make that urban atmosphere reduce the “luxury” look of the outfits. Toronlla defends the everydayness activity, giving it a better quality in materials and looks, so contrasts were welcome in the compositions. Noel claimed than Toronlla was designed for people in the future, whose social ways had been deconstructed as he deconstructed classical clothes to compose this project.
The experience gained with this work as photographer was great, and since then the world of fashion has been appealing and interesting to me in its creation processes.
Fashion designer: Noel Ramos Arteaga.
Image composser: Noel Ramos Arteaga.
Set assistant & make up: Gilda Cuevas.
Photography: Agustín Carro.
Models: Elena Manera Ferrer & Juan Magín Toldos.