Molly Mattsson

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Creative Direction 
& Visual Communication

Expired Conservatism

2023

Styling & Creative Direction:
Molly Mattsson, Francisco Garcia and Sophia Kelly-Wong 
Model: @veronika.anss
Hair and Makeup: @ines_mkp_

Collaboration with Tatuna
www.tatuna.ge
@tatuna_official Our concept Expired Conservatism will showcase the growth, transformation, and evolution of the newly evolved Tatuna woman via themes such as female independence, maturity, and security. Simultaneously acting as a celebration of rich cultural heritage through the presentations of strong connections to Georgian roots in style expression. 

The shoot will present how cultural roots and upbringing can have a positive impact in your personal style expression, even if sometimes they are considered “outdated” or “conservative.” Our set design prominently features exquisite Georgian furniture, reinvigorating an old-style, and original Georgian atmosphere. Our model is carefully placed in the scene as the image’s most evolved Georgian piece in contrast to the cultural furniture. The model symbolizes the brand’s growth and transformation. Drawing inspiration from authentic Georgian style, fabrics, and patterns, we seek to honor tradition while embracing contemporary values. The shoot highlights the Tatuna woman’s modern, woke, and contemporary values and beliefs, reflecting her evolution in a changing world, and aims to change the narrative to any notion of traditional conservatism.

Through this juxtaposition of traditional and modern elements, we present a personal interpretation of a Georgian home, subtly emphasizing the designer’s intent to establish her brand on a foundation of nationalism and cultural heritage. Expired Conservatism is a visual narrative that captures the essence of Georgian identity and the Tatuna woman’s place within it, showcasing the brand’s commitment to redefining the Georgian woman in a new light while challenging outdated notions.





Part of the research.


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