SSAW Magazine

Apr 2026

For the SS 2026 issue of SSAW Magazine, the creative team has delivered a masterclass in editorial minimalism that bridges the gap between haute couture and avant-garde photography. Under the vision of creative director Chris Vidal Tenomaa, the project channels a hyper-focused, high-key aesthetic that centers entirely on the sculptural architecture of luxury fashion. Photographer Thomas Lohr captures a series of striking portraits where the garments, styled by fashion editor Tuomas Laitinen, become the primary subject, their voluminous silhouettes and intricate textures—from crocodile-embossed leather to layered tulle—popping against stark, clean white backdrops. The editorial leans into a interplay of light and shadow, utilizing studio strobe lighting to emphasize the graphic quality of each pose, while casting director Alexandra Sandberg’s choice of model, the iconic Debra Shaw, brings a dynamic, gestural energy to the session. With makeup artistry by Mayumi Oda and Miika Kemppainen providing a polished, clean finish, the series avoids unnecessary clutter, allowing the interplay of form and movement to speak for itself. By stripping away traditional background noise, the shoot highlights the raw materiality and artisanal detail of the clothing, proving that true luxury fashion imagery thrives when the composition is reduced to its most essential, powerful elements of light, shadow, and sculptural volume.

Editorial, Portrait, Portrait

Studio strobe, Studio strobe

Luxury Fashion Houses, Fashion