Art direction

“Iko da ara iko ra…” – the timeless opening of Georgian fairy tales. This phrase leads us into Sizmara, a story that inspired the creative project directed by our photographer Mary Svyatskaya and a producer from IERI team Christo Djishkariani to reveal the soul of the concept store.

IERI Store provides fashion brands impacted by Georgian traditions and culture. We decided to create a unique story inspired by the famous Georgian fairy tale and it's cartoon visuals that would also work well with the clothing

The canvas backdrop and the decorations were made specially for the shoot by Mary Svyatskaya

A type of “love” that comes from the ego, the desire to subordinate another to one’s needs or, conversely, to give oneself to submission. One that can poison everything inside and spread outside. It feels like an empty dark place, like a treacherous terrain, like a disease that infects generations.

As the art director and production lead, Mary Svyatskaya shaped the visual narrative to be both product-forward and emotionally resonant. The campaign aimed to highlight the intricate details and textures of the garments while weaving them into an atmosphere of enchantment, fluidity, and mystery. Each frame was crafted to capture not only the movement and elegance of the collection but also the timeless allure of mythical storytelling.

Inspired by Andersen's tale the story reminds how important it is to maintain purity and love in the eyes and heart, not allowing evil and callousness to penetrate our souls. Like ice hiding cracks, evil penetrates unnoticed, distorting everything around. Let the frozen splinters melt out of our eyes and hearts frightened by beauty and kindness of our souls