So for my very first blog post I’ll be sharing the inspiration, concept, behind the scenes images, short film and some final images from the conceptual fashion editorial entitled: “Patient 307”

FYI  I’ve always been a huge fan of the original Twilight Zone television series. Every New Year’s Eve I look forward to their 24 hour marathon special religiously. It was one of the first shows to address societal issues using sci-fi, horror, and surprise endings to convey the message.

“Patient 307” is adapted from one of the most popular episodes of the series entitled “Eye of the Beholder” which aired in November of 1960 and was written by Rod Serling. In this episode, a “beautiful” woman in a futuristic society where everyone is hideous undergoes her 11th surgical attempt to look like everyone else. The message here is about society’s bias towards conformity, standardization, and majority rules. This episode highlights not only the non-acceptance of anything that challenges the norm, but the shunning of that anomaly.

In our experience, this ideal is still relevant today ; and we thought that translating the message from a live action television program to a conceptual fashion editorial medium would yield dynamic visual results. At the same time it would continue the conversation bringing more awareness to this issue as it relates to the beauty and fashion industry specifically and society as a whole,  at a time when this type of ideal is prevalent.

The Setting for Patient 307 took place at the Downtown Dental Center in Atlanta. It was the perfect location with several locations within a location to depict the different stages of the editorial. We had three main stages. One was “the operating room,” another “the corridor,” and lastly was “the nurses station” where we shot individual and group character portraits of the nurses.

PATIENT 307

Click the image below to check out a portion of the fashion editorial published with an article on fetish paraphernalia in fashion by Kimberly Haddid in the new SAGA issue of Basic Magazine titled  “Dark side of Fashion.”

Synopsis+Concept:

In our adaptation Patient 307,  played by Shalinda Clarke (of Salt Models),  undergoes a procedure in an attempt to assimilate her personal fashion style and natural look to that of what’s trending in the current fashion and beauty climate. However the truth of her personal style and natural beauty are so pure and dominant that the procedure is unsuccessful. Upon seeing her unchanged reflection in the mirror after the procedure she runs off hysterically as the attendants try to apprehend her… and this is where this segment ends…and our ideal reality begins. So prior to the procedure Patient 307 represent  individuals in society that have been conditioned to believe that assimilation/conformity is the ideal way of life. By the final frame of the fashion editorial Patient 307’s expression has transformed from despair to a quiet confidence now that she has been awakened. She embraces her individualism and finds comfort and freedom in knowing that she doesn’t need to measure herself to anyone’s standards but her own.

Check the short film that accompanies the editorial below:

PHOTOGRAPHY: Kareem Quow | MUA’s: Patrice Story, Seneca, and Jackie Lynch | HAIR: Brandy Andrews, Melody Hale and Latrina Godfrey | WARDROBE: Sieje Akime | MODELS: Shalinda Clarke courtesy of Salt Models, Clare Thompkins, Jade Patton, and Caitlin McCormick courtesy of Click ATL | CINEMATOGRAPHY:  Joe Teixeira | PRODUCTION ASST: Chynna Teixeira