Swimming Jewels

Rushing through life, doing too many things, taking on many tasks, this is how people are not only in Japan, but across the world today.

In these images, we pause time, we leave space to consider the narrative, and we allow the air to flow through our bodies as we breathe. It’s tranquil but not passive, its time slowed down but not stopped. We observe but take pleasure rather than being inactive or docile.

Fashion and beauty can arrest the moment, communicate to the observer, and remind us of life, time and place. Indeed, at the Metropolitan Museum in New York the costume exhibition of 2020/2021 was called “About Time: Fashion & Duration” “Employing Henri Bergson’s concept of la durée (duration), it explores how clothes generate temporal associations that conflate past, present, and future.”

Our fashion story reflects how in turbulent global times fashion must reflect the world in which it exists and communicates both to those within the business, and the customers, how we are responding to the times. Fashion must have a voice, and it must say something, both to the professionals and those on social media who are merely observing and commenting. Thoughtful attitudes to clothes have increased in recent years and change has in turn made relative responses to fashion more thoughtful. Indeed, responsibility in how we make, buy and show fashion leads us to create stories like this.

Beauty here is shown as less over excited, exaggerated and statement driven and more related to harmony and beauty. How it sits beside, and within, nature and landscape.

There are a soft curving and swirling line to much of the clothing, there’s a blurred edge and a flow and fluidity to the lines and the breeze off the water, or gently ruffling the grass, passes around the model. The colours reflect nature and whisper rather than shout, the story communicates in

It’s a pause in time; it’s a moment captured and we at Cellotape take pleasure in sharing this interlude.