Spring 22 campaign



Lois Cohen


To accompany the launch of the Spring campaign, OBEY worked with photographer Lois Cohen. For this editorial shoot, she worked together with some of Mexico City’s finest creatives: Stylist Nayeli de Alba, set designer Sebastián Narbona, hairstylist Aldo EK and make-up artist Adrian Glezcarmona.

The setting of the shoot was inspired by Mexico City’s ‘Salon de Fiestas’, markets completely dedicated to party supplies for every occasion. With her paradoxical and colorful lens, Lois wanted to capture the experience of being the center of the party yet feeling dissociated and lost.

During these times, the traditional way of celebration comes with a universal flipside. Parties feel slightly awkward, due to restrictions and people taking the feeling of isolation and loneliness to the occasion. This contradiction, Lois beautifully captured in her OBEY campaign. Life is all about putting the cherries on top of it’s sadness.