A Casa Tua
Bei Gong is a fashion photographer and stylist based in Milan. Bei shoots fashion, street style in an urban environment, and backstage photography. In the editorial ‘A Casa Tua’ Bei creates a story about the concept of home, being free at home, and also enjoying life and activities available in one's own space.
This is a semi-documentary told in a fashion manner. Warm colors, everyday cozy apparel, comfortable poses with the strong looks and attitude brought by Alexiey shape the story into a complete stylistical narrative.
"Fashion, for us, is not only commercial but it is about emotions, friendship, and respect".
What is ‘A Casa Tua’ about?
"A Casa Tua" in Italian means 'at your home'. This editorial was shot in a model's home. The model Alexiey was abandoned in Russia and grew up with the Italian family. He has a Russian face but he can speak perfect Italian. For him, Italy is his home.
There are various types of written materials in the frames, as a newspaper, a book, a musical score. How were those chosen and what is the actual content that appears there?
The materials we chose are all actually there at Alexiey's home. The newspaper is always on the table in the kitchen, the bookshelf is in the living room, and the musical score is in Alexiey's bedroom as there is his favorite piano. All the items are closely related to his lifestyle.
"At home, he can comfortably lie on the sofa, can sit in the corner of the balcony, enjoy the afternoon sun touching his face, and immerse in the joy of music. He can relax".
What were your main guidelines for the model? Which mood and atmosphere was it imperative to transmit?
Alexiey was backstage of Sartorial Monk during the Milan fashion week. This editorial, is not like a regular do the job thing, it’s more of a chat between friends. So we visited Alexiey's home because home is a place with a lot of memories, also home is a place where everyone is worth to rely on. At home, he can comfortably lie on the sofa, can sit in the corner of the balcony, enjoy the afternoon sun touching his face, and immerse in the joy of music. He can relax. He is a boy who enjoys life and being himself. The mood and atmosphere we were searching are the keywords "real" and "life". For us, this is an editorial between fashion and documentary. And also fashion, for us, is not only commercial but it is about emotions, friendship, and respect.
In your opinion what is the most important and the most challenging in the teamwork in the process of shooting an editorial?
For me, the most challenging in shooting editorials is the concept. The concept is the idea and the storyline of the editorial. The photographer can shoot every single photo perfect but in the end, it will not be an editorial, because the photos in between have no relevance, and are missing the key. If everyone knows the concept, everyone on the team can be good playing their part. Photographers are sometimes the captain of the team. In addition to the technical problem that can take place, the most important thing is not to let your negative emotions affect your work.