To accompany the launch of Spring Summer 22, OBEY worked with Dutch photographer Lois Cohen. For this editorial shoot, Lois worked together with some of Mexico City’s finest creatives to point out a controversial point of view. During these times it’s easy to sometimes feel burdened or uncomfortable to celebrate life. This is a contrast Lois captures in the newest OBEY campaign.

The setting of the shoot was inspired by Mexico City’s ‘Salon de Fiestas’ markets, which are completely dedicated to party supplies for every occasion. With her paradoxical and colorful lens, Lois wanted to capture the experience of being at the center of the party, yet feeling dissociated and lost. Stylist Nayeli de Alba, set designer Sebastián Narbona, hairstylist Aldo EK and make-up artist Adrian Glezcarmona all worked together on this production.

During these times, the traditional way of celebration comes with a universal flip side. Parties feel slightly awkward, due to restrictions and people taking the feeling of isolation and loneliness to the occasion. This contradiction is beautifully captured by Lois in her OBEY campaign. Life is all about putting the cherries on top of its sadness.

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