Dry Clean Only Magazine

Mar 2026

Dry Clean Only Magazine embraces a moody, high-fashion aesthetic in Vilma & Louis, a sprawling editorial spread that leans into the raw intersection of archival garments and domestic intimacy. Captured through the lens of photographer Joseph Echenique, the project channels a cinematic atmosphere where textures of black leather, vinyl, and fringe take center stage against the backdrop of rustic interiors and ornate, vintage-inspired spaces. The editorial narrative is anchored by model Vilma Friedlander, whose versatile presence across indoor and outdoor settings—ranging from stone-walled rooms to sun-drenched gardens—lends a sense of timelessness to the visual storytelling. With meticulous fashion editing and styling by Oguz Erel, the project highlights avant-garde silhouettes, incorporating live-action technique and analogue film elements that elevate the composition beyond typical portraiture. The layout design utilizes dynamic typography and clean, white-bordered frames to document archival pieces from designers like Junko Shimada and Maison Martin Margiela, transforming the magazine spread into a curated archive of style. Hair stylist Jesper Hallin and makeup artist Ruben Masoliver contribute to the precise, contrast-heavy aesthetic, ensuring that each frame remains rooted in editorial minimalism while simultaneously pushing toward a darker, more contemplative mood. Through the expert use of natural light, the collection feels both immediate and historical, resulting in a cohesive, stylized narrative that balances intricate textures with the stark simplicity of its subjects.

Editorial

Natural light