Turkish Textile Fair London
For ITHIB, we developed a comprehensive project for the Turkish Fabrics Exhibition in London, aiming to create a strong and memorable visual impact. The starting point of the project was to establish a timeless and striking visual language that conveyed a sense of Turkish identity without directly referencing any specific designer, aesthetic, or stylistic trend.
With this in mind, we adopted a storytelling approach that placed the fabric itself at the center of the narrative. In the initial phase, we focused on defining the atmosphere in which the fabrics would be presented and built the concept around an underwater world. This creative direction provided the ideal setting to showcase the fluidity, texture, and movement of the fabrics in the most compelling and visually expressive way.
While developing the visual language, we drew inspiration from traditional Turkish floral motifs and the flowing forms of Islamic calligraphy, particularly in the models’ poses and body language. This approach allowed us to create a sense of cultural depth and authenticity without relying on direct or literal references, resulting in a more timeless and sophisticated visual expression.
As the production took place entirely in a studio environment, recreating the distinctive qualities of underwater light became a critical part of the process. To achieve this effect, we used a powerful top-down key light to create a sense of depth, complemented by a dark-toned background that enhanced dimensionality. Carefully balanced fill lights were then introduced to highlight the fabrics and complete the composition, ensuring that texture, movement, and form remained the visual focus throughout the series.
All visual and technical assets required for the retouching process were carefully prepared during the production stage. The project was executed end-to-end through close collaboration between the creative and production teams, covering every phase from concept development and photography to post-production. This integrated workflow ensured consistency, efficiency, and a high level of creative quality throughout the entire project.