Monday, April 7, 2014

All is Zen in Boston (Amy Nguyen Shibui Collection Photoshoot)

No matter which photo comes up when you visit Amy Nguyen’s new site,
it will be a beautiful one. Inspired by Amy’s artistic vision and amazing work,
we teamed up with a small crew of local artists to create look for her new line
“Shibui” and her new website.

Shibui (渋い) (adjective), shibumi (渋み) (noun), or shibusa (渋さ) (noun) are Japanese words that refer to a particular aesthetic of simple, subtle, unobtrusive beauty and subtle details, such as textures. This balance of simplicity and complexity ensures that one does not tire of a shibui object but constantly finds new meanings and enriched beauty that cause its aesthetic value to grow over the years. Since I am a lucky owner of several Amy’s scarves, I can attest that the concept is correct – I love wearing them as much now as I have when I first acquired them.

Like other Japanese aesthetic terms, such as iki and wabi-sabi, shibui can apply to a wide variety of subjects, not just art or fashion.










































































Photo Art Direction and Website Design: Mario Avila and Hana Pegrimkova
marioaviladesign.com

Photography: Bob Packert
packertphotography.com

Model: Jasmine Zen (!) Mah of Maggie Model Agency
maggieagency.com

Hair & Make-up: Jeni Teran Olivier
TheInejAgency.com

Shot at 110K Studios Boston
110kstudios.com

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