New East Digital Archive

Indulge yourself with this surreal fashion film set in grand historic interiors

Indulge yourself with this surreal fashion film set in grand historic interiors

10 November 2021

Who: Anna Radchenko, a Russian multidisciplinary artist and feminist activist based in London, has worked for the likes of Nike, Vogue, and Warner Music Group on experimental projects, creating visuals merging sci-fi aesthetics with hyperrealism.

What: Radchenko’s latest work, Lost time, is a fashion film exploring the sweeping nature of time, starring London-based alternative pop singer and songwriter Jones. Featuring sandstorms and hourglasses shattering into pieces, the motion graphics-led video employs the malleability of sand as a metaphor for time slowly seeping through our hands. Wearing a 50s couture sun hat by Harris Reed in one scene, and a beige organza mini dress with a floating hemlin by Ukrainian womenswear brand Nadya Dzyak in another, Jones moves across a grand, dusty house with gorgeous stained glass windows, and a spectacular, circular staircase.

What they say:Lost Time is a reflection of the existential paradox, when we are aware of the passing of time, but still aim to thrive and push forward,” says Radchenko, who cites psychologist Viktor Frank as a source of inspiration for the video.

Why you should watch: Packed with digital design aftereffects, the video, set in warm, golden interiors, looks ethereal and soothing, adding a nostalgic feel to the augmentation of reality taking the viewer into a fantastic realm.

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