Sibling's Comic Horror Shoot

For Aw10 Sibling took us on a creepy journey for their fourth collection. Last February, deep inside Somerset House's East Wing we were led down the staircase, round the corner and through the door and in to Dr Frankenstein’s laboratory and into a world of fright and fear. Creative agency This is Real Art worked with Sibling to publicise this ‘Comic Horror’ collection. The agency came up with the idea of photographing scared-looking models wearing the clothes. They wanted to capture moments of genuine expressions of fear. Of course, the best way to do this is to really scare the models.

Working with the production company COY! and photographer Sean de Sparengo, an eerie environment was created, using total darkness and a bespoke fright inducing soundtrack. The models were led into the studio, unable to see a thing and made to stand on a spot for several minutes. They were then scared using an incredibly loud horror noise. Simultaneously, the photographs were taken and the look book created.