The stars of the shoot
Fashion designer Marcel Ostertag meets BMW Superbike
Top fashion designer Marcel Ostertag recently got to grips with the new BMW S 1000 RR for a photo shoot with a twist. Clad in Ostertag’s creations, model Eva Maria Lutz brought the iconic motorcycle to life in a series of images that emphasise the beauty of both the clothing and the machine.
German designer Ostertag is no stranger to photo shoots. Having previously worked with the likes of Paul Smith, Dunhill and Burberry, he has since developed his own label. Ostertag’s creations have stunned the fashion industry and the rising star has even been credited with redefining German fashion. Photographs of his work have appeared in countless fashion magazines across the world.
The 30-year-old from Berchtesgaden returned to Germany after graduating from the University of Arts in Central St Martins College, London with a first prize for the best menswear collection. After developing his own label, Marcel presented his work at the Lancome Colour Award and at the Victoria and Albert Museum in London, being the first menswear designer ever to have received this privilege. His reputation has gone from strength to strength and resulted in the opening of his first store in Vienna in 2006, followed by a second, in Munich. Marcel’s style has developed to become unique and irrepressible – qualities which made a collaboration with the S 1000 RR for a recent photo shoot a natural step.
All of Marcel’s collections are created by a small, close team in a studio in the ‘Glockenbach’ quarter in Munich’s city centre, where many artists and creative businesses can be found. Importantly, the production of his hand-made clothing is also carried out in Germany, and Marcel invests a lot of time in small details and in research, often visiting various countries, fabric fairs and vintage markets with his team to gather inspiration, which can be found in the city, in nature and even within the family. All these different influences help bring the Ostertag collection to life and give it that special quality that makes catwalks, image galleries and boutiques shine.
His refreshing style certainly impressed BMW Motorrad and a project between the two parties was arranged. Although it’s one of the most technologically advanced motorcycles ever produced, the S 1000 RR has gained praise from the international motorcycle press for its revolutionarily sleek, asymmetric design. It’s this triumph in design that made the S 1000 RR and Ostertag a match made in heaven. To complete the picture, Markus Hofmann – who perhaps understands the S 1000 RR better than any other photographer – was tasked with producing the stunning images that would be sent to motorcycle and fashion magazines across the globe including Fashion Today, Vogue, Maxim and OK!.
Hofmann is renowned for his work with animals, so it was no surprise that his most recent shoot, with the BMW S 1000 RR, produced some equally spectacular results! Hofmann produced a series of images which accentuate the design of BMW Motorrad’s first ever supersports bike.
The German has worked with BMW Motorrad on several previous projects, including the infamous S 1000 RR ‘cheetah’ shoot in 2009. Despite working with the 1000cc machine several times before, Hofmann is still bowled over by its engineering. “I believe I’ve photographed the S 1000 RR four times now, however it’s still an amazing experience,” he says. “Each time, the only thing I’d do differently with the shoot would be to take the bike home with me!”
“BMW Motorrad asked me to be part of the project because I had already collaborated with Marcel Ostertag previously,” continues Hofmann. “The idea was to simply connect the motorcycle with Ostertag’s collection. I was looking for very soft transitions between the motorcycle and the dresses in order for the two aspects to merge seamlessly. It was my job to ensure this worked in practice, while also complementing the work of Marcel.
“Ostertag is a very good designer and, like me, is a perfectionist when it comes to his creations. We were all very enthusiastic about the project, which ensured that the outcome was the best that it could be.”
Having worked together before, Hofmann and Ostertag were well aware of each other’s strengths and preferences. As a nature and wildlife specialist, Hofmann could relate to the spring/summer 2010 Ostertag collection very well.
“This season, the collection is dedicated to nature,” adds the designer. “Structures and colours, mixtures of stones and light, the contradictions of flora and fauna and of day and night served as a source of inspiration.”
These themes can be seen in the series of images produced during the shoot, the results being dark, emotive and natural photography that perfectly encapsulates the spirit of the bike and clothing.
To achieve these results, Hofmann used a Canon 5D MK II which was able to offer depth and richness to the images, despite the dark background. Overall, Hofmann is happy with the end results. “I am naturally satisfied with the outcome, but for me it was more important that BMW Motorrad and Marcel were happy,” he concludes. “Once the project was completed, they were really pleased, which in turn pleased me!”
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