NO SPELLS
EDITORIAL FILM FOR SHÖN MAGAZINE
A Fashion Film About the Stories That Hold Us Back
No Spells began with the language of a fairy tale, a princess, a tower and the suggestion of a spell, but uses that familiar structure to explore something more internal: the limits we learn to believe about ourselves.
Starring Sonia Ammar and created for Schön, the film follows a woman confronting the possibility that the force keeping her trapped may not exist outside of her at all. Fashion becomes part of that transformation, shifting with the character as the story moves from confinement toward self-belief.
I approached the project as a narrative film rather than a traditional fashion piece, using voice, performance, cinematography and styling to build an emotional world around a simple idea: sometimes freedom begins when we stop waiting for permission, or magic, to change our circumstances.
The project represents what continues to interest me about fashion filmmaking: using image and clothing not simply to display a collection, but as tools for character, metaphor and story.