22 Apr An “Anti-aesthetic” Lookbook by Jake Michael Singer for Cult11AD
After meeting the founders of experimental fashion label Cult11AD, William Ndatila and Miro Bijelich, at SA Fashion Week, photographer Jake Michael Singer noticed a creative compatibility between their designs and his style. The result of this is a spontaneous and striking lookbook for the brand’s made-to-order menswear. Taking an “anti-aesthetic” approach when creating the images, Jake aimed to create something that was seemingly haphazard, grungy and under determined.
William got model of the moment Sanele Xaba on board whose unique look adds further edge to the images. Jake says, “I feel that Sanele really is revolutionising fashion and the way images are created in fashion. This meant I had to up my game and so, creatively speaking, this is by far the most difficult project I’ve worked on because it required me to step so far outside my comfort zone and be riskier and bolder in my image-making process.”
The collection was shot in Jake’s Maboneng studio in various situations that leant themselves to the moment through found objects-turned-props.