16 December 2011
Milk Studios in NYC's Meatpacking District are much more than just photo studios. The space has become a hub for fashion photography city-wide, not only establishing a runway show within NYC Fashion Week, but it seems that what’s happening inside is a year-round fashion week. Here the world’s most celebrated photographers – Terry Richardson, Rankin, Mario Sorrenti, Juergen Teller – shoot big campaigns and magazine covers, or just hang out. The mastermind behind it all is Mazdack Rassi, who has become something of an institution himself. His company is at the forefront of developments in fashion and advertising, and one of the main avenues he sees for the future of fashion imagery is the motion picture. When asked who he considers to be ahead of their time, it came as no surprise that he suggested two young and very innovative film directors. Georgie Greville and Geremy Jasper started collaborating when both were working at MTV. “When Georgie created this incredible film, I Wanna Be Your Dog, it was exactly what I had envisioned," Mazdack says. "It was so different, so unique.” Together Georgie and Geremy created a clip for US retailing giant Target where they transformed the facade of the Standard Hotel into a vertical stage of light, dance, and fashion. “It was that incredible, and it was part of New York history,” Rassi recalls. “I remember seeing one of the executives of Target standing next to me and she just started crying."
Editorial Lead: Kitty Bolhoefer / Filming & Photos: Fridolin Schöpper / Editing: Konterfei / Music: Bunnystripes