NEHERA SS18 Campaign by Michal Pudelka

Michal Pudelka reunites with the Slovak fashion brand in a visual study about the languor of an Eastern-European suburb.

The sensation of a light breeze surrounds NEHERA Summer 2018 Collection. The airiness of the clothing projects a lightness of mood. Oversized tailored jacket, extra-large trousers, floor length poplin trench coats and shirt dresses instill movement in the layered silhouette as they billow in the wind.

“I wanted to explore the concept of air that inspired the collection and push it further through the visual narrative,” explains Pudelka about the campaign that supports the NEHERA Summer 2018 Collection. “My aim was to create the visuals that exude emotion and a sense of weightlessness during a weighty time in our world.”

The shooting took place in suburban areas of Bratislava, Slovakia, where the mass housing architecture has barely changed since the end of the cold war era 30 years ago.

“In Communism they used the tiniest amounts of space to house as many people as physically possible. The airiness and light fabrics of the clothes while shot against the heavy architectural backdrops created a very interesting visual momentum,” says the photographer about the work that captures and interprets the unique collection.


Photography and Visual Direction: Michal Pudelka
Creative Producer: Paul Joyce-Pudelka
Photo postproduction: Richard Lavrík, JANDL Bratislava

Director: Michal Pudelka
DOP and Video Edit: Jakub Šteinecker, Patrik Gubiš
Creative Producer: Paul Joyce-Pudelka
Poem: Jana Kirschner
Voice over: Táňa Pauhofová
Music: Marián Jaslovský, Peter Luha, Lýdia Milanová

Styling: Ai Kamoshita
Make-up Artist: Ľubica Krajňáková
Hair Stylist: Tatiana Hromadová
Models from EXIT MM: Linda Novotná, Mária Petrovičová,
Klára Vizárová, Veronika Drahňovská, Adriana Mockovčiaková,
Viera Bajaníková
Production Manager: Sofia Žiaková
Produced by JANDL Bratislava
Photographer´s agent: KATY BARKER LTD