B E C O M I N G An SS17 Film by IDUN


'Our film Becoming started with a simple interest in sculpture, both classical and modern. This season we have been inspired by several different works, from Rodin to Editt Davidovici. When contemplating sculpture what interested us the most was the process, physically and emotionally. We discovered the similarities between creating a work of art like a sculpture, and creating or shall we say, becoming oneself. 

Michelangelo once said "Every block of stone has a statue inside it and it is the task of the sculptor to discover it." Similarly, it can be said every person has their true self inside them, and it is their task to become that. This process of becoming is what we sought to capture. The model acts as both the sculpture and the sculptor. She begins with so much material and slowly discovers what is necessary, eventually becoming herself. Her poses and aesthetic were taken from both classical and modern sculptures, juxtaposing the vibrant and architectural poses with the organic backdrop of nature.'  

I D U N  S h o p p e  S S 1 7


'Idun’s intention is to build a community of women on a journey to define their own sense of style through discovery and reinvention. By sharing timeless pieces we love along with objects from new and interesting designers, ours is a measured effort to inspire and empower women to wear what they find here with confidence.'

POST | Sanam Miremadi [ ChloeTouran ]

WORDS | Idun 

ART DIRECTION | Rachel Schultz 


STYLING | Megan Jensen & Rachel Schultz 

Hair | Gem Salon and Spa

MUSE | Lauren Schmidt 

MUSIC | Hearts by MMOTHS