Warm colours, the performance of sunshine along with a amazing impulsiveness – the defining top features of Mykita’s new 2012 campaign, written by New York photographer Mark Borthwick.

The place and background to make the shoot was Tulum in Mexico – preferred for the specific natural light conditions, stunning beaches, and the unique pure beauty of the coast. All photos were taken by having an analog Leica camera without imitation light, styling or makeup artists.
The effect of this romantic collaboration between the professional photographer with his fantastic cast – the majority of them beginner models – is a kind of family photo album featuring its own visual expressions that is representative of Mykita.

As well as the campaign, Mark Borthwick shot a feeling film that captures the extraordinary aura in Tulum and comes with two women while they explore character. The prism-like effects were made by different-coloured shards of glass smashing the sun’s rays.

Borthwick broke throughout the events of fand Purple, and he has worked for a variety of big-name trademarks and designers including Comme des Garcons, Hussein Chalayan and Martin Margiela.

ashion digital photography in the 1990s. Along with other progressive photographers of that time period he founded a brand new working order that had a wonderful affect on all aspects of editorial and marketing photography. His work has actually been featured in catalogs such as i-D, Italian Vogue, Interview