Mara Hoffman, as we all know, is not quite of this world. Her dreamy, psychedelic, Southern hemisphere-inspired clothes are her trademark. Frenetic prints, a love of the occult, and otherworldly influences meet her SoCal silhouettes, and each season, Hoffman continues to turn it out. But she is at her best when she gets particularly spooky.
For her spring '13 collection, Hoffman teamed up with photographer, art director, and artist Neil Krug, a fellow Angeleno who, simply put, gets Hoffman. The result is visually astounding images that feel like a IAmAmIWhoAmI if she left her Nordic dreamworld and moved to Hawaii.
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Photo: Courtesy of People's Revolution
Styled by Richard Ruiz, this aloha-themed shoot is high-gloss and mag-ready, but still feels totally Mara. Kaleidoscopic images and a trance-y, rhythmic song by White Flight is supposed to evoke Hawaiian shores, but the reality is a little more out of this world, which works because, as Hoffman explains, "Aloha is an invocation of the divine and mahalo is a divine blessing." Groovy.
Check out the video below.