Roanne Adams

Kaelen is the eponymous women's ready-to-wear line created by the designer Kaelen Haworth. Inspired by the textural and organic quality of her SS14 collection fabrics, we art directed a short film featuring large screens displaying the lines printed patterns, moving them around the models to create dynamic geometric fractures. Evoking the way natural elements fall apart due to the earth's gravitational pull ”like avalanches or glacial calving” the fabric textures disintegrate and melt away to reveal the next look. The hauntingly beautiful song "Hurt Me Now" by Austra helped to further set the tone for the film.