Pacabamba
— specializing in sustainable and fair clothing made from Alpaca wool and naturally dyed.
From 2019 to 2021 I supported the international fashion label Pacabamba with their website and online store as well as their social media activities.
I regularly organized photo shootings and defined a suitable concept. This included the selection of locations, models and products and the implementation of the entire vision in collaboration with my team. Since Pacabamba is based in Peru, some of the content was produced locally by Pacabamba itself. For this, I conducted workshops to improve their content creation process.
In October 2019, I supported Pacabamba with their crowdfunding campaign. Together we set a goal to raise €20,000. In addition to organic social media posts, I implemented targeted social media ads. We also collaborated with matching micro-influencers to increase the campaign's reach. Thanks to the incredible support from nearly 200 individuals, we exceeded the goal by raising over €24,000.
Working with Pacabamba has been an enriching experience, as their commitment to a 100% sustainable production aligns perfectly with my values.
Harmonious Couture.
Many see the bright colors and patterns of Peru in various garments, but have a hard time imagining how these pieces can fit into the urban casual wardrobe of jeans and sneakers. This was the approach for my shooting concept for Pacabamba.
The goal was to bridge the gap and integrate Pacabamba fashion into the urban, European lifestyle. To achieve this, I developed a concept that kept the essence of nature and authenticity whilst emphasizing the versatility of the clothing.
As well as bringing Peruvian traditions and craftsmanship into the spotlight, the images also served as an inspiration for outfit combinations. The focus was on merging the vibrant Peruvian culture with the laid-back European aesthetic. It shows that Pacabamba fashion is a lifestyle - combining the natural and the fashionable.
Concept — Cora Ashraf
Artdirection — Cora Ashraf
Photography — Corinna Lässle
Staying at home.
As the “Stay at Home” campaign went around the globe in response to the COVID-19 pandemic, it was obvious that Pacabamba had to join this worldwide effort. So I came up with a suitable shooting concept that reflected Pacabamba's commitment.
Because of the pandemics, we faced the unique challenge of organizing a photoshoot with minimal resources. This meant involving as few models as possible and finding a suitable location. Despite these constraints, our goal was clear: to show the positive spirit of Pacabamba while drawing attention to the current situation, especially in Peru – the country in which Pacabamba produces.
Like many others they struggled with material shortages, staffing issues and delivery disruptions to Europe. However, in the middle of the crisis, one thing was in particularly short supply: uplifting news to inspire and make people smile. Therefore I decided the theme of the shooting to be – positivity and joy in simple things.
With this campaign, we were not only able to highlight Pacabamba's resilience, but also raise awareness of the challenges faced by people in Peru in particular.
Concept — Cora Ashraf
Artdirection — Cora Ashraf
Photography — Corinna Lässle
