The campaign and lookbook for the label AKOG, aka A Kind Of Guise, were photographed and filmed in the picturesque Camargue region of southern France, known for its wetlands, legendary white wild horses, and its authentic yet relaxed cowboy culture.

This was no coincidence. The brand's defining characteristic is its conceptual approach: each collection tells the story of a journey. Twice a year, the team dedicates itself to a region whose culture, nature, craftsmanship, and lifestyle are reflected in the collection's cuts, colors, and fabrics.

The campaign, lookbook, and fashion film were captured by Mährlein von Perfall, a Berlin-based photographer and director duo consisting of Julian Mährlein and Luma von Perfall. Their collaborative work lies at the intersection of portrait, fashion, art, and documentary photography.

A Kind of Guise (often abbreviated as AKOG) is a young German independent fashion label. Founded in Munich in 2009 by Yasar Ceviker and Susi Streich, the company's... more