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‘After Beyond’

“There’s a land far up north, where the sea hugs the shores of white sand and snow. Feel the breath of every tree and stone as the air is drawing circles around the morning mist as the fog rises.”

Celebrating Estonia’s unique mystical background and its connection to creative thinking, Helen Sirp, Creative Director of the winning Estonian International Fashion Showcase, has placed the designers products as characters into a dream-like scenario, translating the feeling and inspiration behind the objects into a fairy-tale film.

The MAN, inspired by the designs of Kristian Steinberg, is born out of rock and stone which resembles the hues of his collection. He is curious and strong, echoing the architectural structures of the clothes.

Like an apparition, he sees a WOMAN appearing behind the trees. Wise, mysterious and seductive, she is the light and the shadow, the all-knowing feminine force. Wearing the couture pieces by Kristina Viirpalu, she is connecting things with magical yarn, following the rhythms of nature.

The MAN only sees her through the magic WOODEN SPECTACLES, made by Karl Annus. Once he found the bespoke pair created for him, his vision is cleared and he can really ‘see’ the essence of things.

The LEATHER BAGS by Kadri Kruus carry the magic yarn like hidden treasure, symbolizing the very personal container of one’s secrets.

The story is created especially for the project and filmed at -20 C in Estonian winter by a renowned fashion photographer Indrek Arula, featuring a crew of emerging names from Estonia’s creative talent.

The unique soundscape created by MRDS is composed by drawing on visual film stills, translating the pixel sequences into electronic melodies, mixed with live strings (performed by Maarit Kangron on cello).


Produced & Creative Directed by HELEN SIRP
Woman by Kristina Viirpalu/ RUTH RAJA
Man inspired by Kristian Steinberg/ IVO REINOK
Leather bags by Kadri Kruus
Wooden spectacles by Karl Annus
Directed, filmed & edited: INDREK ARULA
Postproduction/Colour: MART MÄNNIK
Soundscape: MRDS
Live strings - Maarit Kangron (cello)

Make-up/hair: MakeUpStore Estonia

Thanks to : Jana Solom, Katrin Jõgi, Estonian Design Centre, Estonian Embassy in London, CSM MA Narrative Environments

See more from our collaboration here:

photos by Jana Solom