TIFA 2022 Editorial / Fashion

Mahou Shoijo

  • Prize
    Silver in Editorial/Fashion
  • Photographer
    Natalia Yankelevich

The shooting images are inspired by the classic Japanese anime character Maho-shoujo, the "magical girl." The main character traits first appeared in Japanese cartoons of the 60s. After the release of the first film in this genre, the format began to enjoy great popularity, acquiring details and replicating other production studios. The main character Maho-shoujo is a girl with supernatural powers, which she uses to fight against evil forces. The heroine, for various reasons, must hide her abilities from others, which leads her to the need to lead a double life.

Photography is usually considered as a way to convey reality but staged photography tells us a different truth. It is the courage to find your point of view on familiar things and to create worlds that momentarily flash with inner magic and tell us their stories. Photography is a bit like cooking: you take ingredients and mix them - color, characters, props, surroundings - and you get a new world with inner strength and secret life.