GHOST IN THE MACHINE

PHOTOGRAPHY KATJA MAYER
CREATIVE DIRECTOR JUSTIN WESTOVER
STYLIST HARRY LAMBERT. 

’Ghost In The Machine’ is the campaign for MACHINE-B, a retail collaboration by Byronesque x Machine-A.

“We have always approached vintage as though we are a contemporary brand and the challenge with the campaign for Machine-A x Byronesque was to simultaneously address the differences between the collections, whilst drawing parallels.

The underlying concept behind the shoot was the ‘ghost in the machine’, which traditionally refers to a critique of Cartesian mind/body dualism. The idea that consciousness or ‘the soul’ is a ghost inside the biomechanical structure of the human body; that mental phenomena are non-physical, or that the mind and body are distinct and separable.

Byronesque is the ghost in MACHINE-A. Vintage is the soul that underpins contemporary collections, yet they have always been treated very differently – as oppositional forces. Byronesque x MACHINE-A addresses this separation.

Creatively, we wanted to explore this tension through territoriality - that there is a tension between old and new. Katja captured the struggle for territorial supremacy and merged the two tribes to form a new avant-garde.” - JW

HAIR JOSÉ QUIJANO USING @manwigs & Redken Hellas, MAKE UP MEE KEE SONG. 
SET DESIGNER LOUIS SIMONON. MODELS AJ AT NEVS, LOUIS AT TIAD, KOTO AT XDIRECTN, TOBI AT WHILHELMINA.