Monday, November 12, 2018
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The Best Work You May Never See: Brandon Maxwell & Jessy Price Direct "Mammaw"

By

Robert Goldrich
Thursday, Aug. 16, 2018

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Brandon Maxwell & Jessy Price, a duo which earned inclusion into SHOOT’s 2017 New Directors Showcase, helmed this video for apparel maker/designer Brandon Maxwell which captures Maxwell’s fashion lineage by introducing us to his maternal grandmother Louise Johnson, affectionately known as “Mammaw.” The 81-year-old matriarch is directed in campaign stills and video by Maxwell & Price for Brandon Maxwell’s Fall/Winter 2018 campaign. The video, a combination of archival imagery and recent footage, gives homage to Mammaw, her influence on Brandon and their hometown of Longview, Texas.

A young Brandon appears throughout the footage capturing the middle of Mammaw’s career as a buyer at the luxury women’s boutique Riffs in Longview. It is clear what a significant impact his grandmother had on his life, with the juxtaposition of shots from her fashion shows for the boutique juxtaposed with Brandon’s Fall 2018 runway show. The campaign ends with Mammaw wearing Fall 2018 looks with visual cues taken from the FW18 fashion show.

Maxwell shared, “My life in fashion was very much informed by and a result of my relationship with my grandmother. I’ve spoken endlessly about having grown up in a clothing store with her and the effect that had on me as a young child, which ultimately led me on my career path. Beyond our shared interests there is also a deep and never-ending love between us that has sustained me throughout my life. I am proud to have created this legacy project that immortalizes our relationship. This film and series of photographs is, as always, an invitation to our customers into my life: past and present.”

Credits

Production Brandon Maxwell Studio Brandon Maxwell & Jessy Price, directors; Kyle Osburn, DP; Lauren Pistola, producer; Brandon Maxwell Studio, executive producer; Rachel Reeves, set design; Bianca Wooley, set assistant; Kristin Roberts, make-up for Mac Cosmetics; Phil Kline, lighting. Color/Finishing Derrick Yuen. Music Andrew Bird “Belles” Audio Martin Pedersen Archival Videos Joel “Pappaw” Johnson

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