»The Art Of Being Aware«

For this season’s fair - which is a digital exclusive - our friends from Paris Playtime have asked us to select our three favourite lookbooks out of all the wonderful brands participating in this event. We are honoured and excited about this opportunity. So today, let’s start with one of our all-time favourites which made it to the top of our list: The New Society. Enjoy!

We are really impressed with how well the photos and graphic design intertwine in this publication. It matches the brand’s generally fantastic and consistent CI - but the experimental, modern use of diverse text and graphic elements, combined with soft background colours in this particular lookbook really caught our eyes and bring the brand's vision to another level yet.

During the first lockdown, Estefanía Grandío, founder & creative director of the New Society, was looking for beautiful things that inspired her and she took refuge in Art and all its emotions to escape from the reality that we all experienced in that period. In those artistic expressions, she not only found an escape but also herself. So this collection in particular is created from the emotions she experienced during the last months, while always trying to live in the moment. But it’s not only the brand’s creative style which continues to grow with each collection, their commitment to the planet does too. Many of the styles are recycled or even upcycled, and manufactured from organic materials.

Spacious full-page images are juxtaposed with collage-like multi-picture displays, thus referencing analogue contact sheets from earlier times. In their modern re-interpretation here, they add some great dynamics. It’s almost like we’re watching still images from an enchanting film. Catching calm and earnest as well as many playful moments, the photography is easy-going. The slightly desaturated and warm look gives the images a soft and friendly appearance, thus evoking the comfortable feel of the materials and complementing the collection’s subtle colour palette of browns, purples, fuchsias, and plums extremely well.

Production took place in the studio with the help of production company »High Away Management« , and the support of stylist and creative director Miguel Padial. Together with Luciano Fasan, all 3 share the same vision, and constantly update the brand’s identity. The predominantly white studio setting is simple and calm but not boring, since the shapes and colours of the chosen props add a beautiful extra layer and depth without taking too much attention. 

And who is this charming boy? With his relaxed attitude, switching from cool-relaxed to playful-silly with total ease, he is a true champ. We know it’s not easy to interpret a whole collection by oneself - especially at 8 years old. Dylan, you can count us among your fans from today!

In short: the beautiful combination of all the above-mentioned aspects really makes this collection shine - and The New Society keeps inspiring us again and again.

»The Art Of Being Aware«

CAPTURED BY David Gomez Maestre
STYLING AND CREATIVE DIRECTION BY Miguel Padial 
STYLING ASSISTANT Esther Martinez
HAIR & MAKE UP BY Elena Tebar
MODEL Dylan Torrell FROM Sugar Kids
PRODUCTION BY Highway Management
GRAPHIC DESIGN BY Luciano Fasan
BRAND DIRECTOR Estefanía Grandío

written by
ALEXANDRA KLEVER
Photography by
DAVID GOMEZ MAESTRE for THE NEW SOCIETY