Photographs of Clothing and Accessories Frozen in Large Blocks of Ice

Fashion company Pierre Cardin did a marketing campaign earlier this year that revolved around the slogan: “Simply Cool.” It enlisted the help of Brazilian art director Cláudia Xavier and luxury still life photographer Norimich Inoguchi for a series of advertising photographs. The creatives decided to convey that “it’s cool to wear Pierre Cardin” in a very literal way: they photographed various clothing items and accessories frozen into large blocks of ice.

It took 3-4 days to freeze each item in blocks of ice weighing roughly 300 pounds. The blocks were created using special machines that constantly circulated water around the blocks as they formed, in order to remove any impurities in the water and imperfections in the ice.

The blocks are then brought into the studio, where they’re carved into cubes and then either smoothed out or distressed.

Check out this 5-minute behind-the-scenes video for a look at how the project was done:

Here are some more photographs that resulted from the shoots:

You can find ad images showing how the photos were used in the marketing campaign over on Xavier’s Behance page.

(via ISO 1200)

  • Matt Leitholt

    Love the concept! I’ll have to try that sometime.

  • 11

    old idea: remember the Bruce Lee movie, The Big Boss.. he worked in a Ice factory, and they sometimes ided a dead body.. just like here..

  • Angus

    But how did he stop them falling to the bottom while they froze and lying flat in the cube of ice?

  • Elmo

    Have they never heard of photoshop?

  • gvanderleun

    Yet another vacant photosell with a concept that makes one mutter “So…. what…”

  • Marc

    Cool. Really cool.

  • tonster

    true, would be a lot easier to get the same result with photoshop, but I totally prefer the fact they took the hard way of doing it for real! Its much more awesome now! Very nice work!!

  • eraserhead12

    neat concept, I think it works best with the accessories

  • Piotrek Ziolkowski

    He must be one of this old fashioned people who call themselves “photographers”. You know, they actually take pictures of things in a way that goes with their vision and THAN enhance the vision with post editing techniques. Why would you do the real thing when you could fake it, right?

  • Mario

    So much work was done in post the images look photoshopped to me. Why go through all the trouble in the first place?

  • Eziz

    You approximate work by man hours. More hours more $$$.

  • MMielech

    Dude, I smell a big hoax here. I suspect that nearly all of the work was done in photoshop.

  • MMielech

    Yes, and they used a ton of photoshop to do this. Dream on if you think that this was just the photographer and stylists.
    So tired of photographers taking credit of images heavily worked on in post. Let’s here the truth, people.

  • Jeremy Madore

    Ice cold, even.

  • derekdj

    I wish we could see the raw shots before all the retouching. Since silk, leather and denim tend to not take well to being soaked it would be interesting to see how much work went into post.

  • Sum_it

    There is a reason why product photography is typically done a certain way. This direction, however, takes the focus away from what’s really important to the company: THEIR PRODUCTS!

    At least they’re getting some attention in the world of photography!

  • Jason Kim

    this reminds me of Miike Snow’s “Animal” album cover….