Rising Sun

Thursday June 14th, 2012

Natalie Young‘s fashion work has a natural ease quality to it. More lifestyle than high fashion, her photos share a sense of spontaneity and familiarity. They’re real. This attraction to authenticity was what first had Natalie noticing Rising Sun & Co, a clothing brand committed to creating tailor made, authentic American clothing. As soon as she came across Rising Sun, Natalie knew she had to work with them—that she was the perfect photographer to showcase their brand. And that’s just what she did.

Natalie and her producer first discovered Rising Sun at a fashion convention. She explains her immediate attraction to the company,

We were drawn to the authenticity that’s apparent in their philosophy: “Drawing inspiration from master tailors of a bygone era, when good design, superior quality, and pride in your work actually mattered.”

Later, visiting their L.A. workshop, we saw their team of craftsman who work largely on turn-of-the-century machines to produce their garments.  There’s an early 1900′s working-class sensibility to the line: an unpretentious blend of style and durability. Their down-to-earth vibe meshed well with my own style of shooting, as well as my own personal tastes.

Soon after meeting the Rising Sun team, Natalie got to work on a shoot for the brand. She’d found the perfect location while scouting for another assignment, a motorcycle shop specializing in handcrafted bikes with its own art gallery attached. Upon first laying her eyes on the spot, Natalie knew she had to shoot there. And now with the Rising Sun project, she knew she’d found the perfect combination. So, Natalie and her producer, “developed a concept that revolved around the vintage working-class craftsman” and used the bike shop as their backdrop.

The shoot went swimmingly with the client very happy with the resulting photos. Natalie also got an added benefit from the shoot as well,

A wonderful bonus to this whole experience was getting to know the couple that own the motorcycle shop & art gallery (Michael and Robin at South Bay Customs). Two wonderful souls that also embodied the same values of quality, style and individual expression that originally drew me to Rising Sun.  I went back to the shop a month later and filmed a short documentary piece about them and their space. It will be released soon on my blog and Facebook page.

Rising Sun is using Natalie’s images in trade show advertising and they’ll also be showcased in an editorial spread in the July issue of Pistol Magazine. She’s now working on a motion piece for them as well that will be released in August. “It’s going to be rad. Watch out for it!”

View more of Natalie’s work on her website, natalieyoung.com.

- Maria Luci