Fever

Outspoken colors and maverick characters jazz around this French Fries editorial under the brainchild of photographer and concept director Danielle Sinai Shvadron. She forages neon orange, yellow and pink tops, transitions to dark outfits with linings and strips of colors, and seeks dauntless personalities to model her visuals. The maelstrom of her blot-like mood board erupts into a fashion and video editorial that encompasses her beliefs and voice for advocacies.

MB: What do you do before a shoot? 

DSS: Look again at my moodboards and check if I have everything ready. Then, maybe take a nap to declutter my mind and feel relaxed before an intensive creative day!

MB: Where would you travel next?

DSS: Tokyo, Japan. I missed my last flight due to COVID-19.

Shirt Barbarsi
Top Arketa

Top and Shorts Hila Cohen
Shoes and Socks Barbarsi

Jacket Omer Yahav
Coat and Top Barbarsi

Coat Barbarsi

Jacket and Shorts Omer Yahav
Coat and Top Barbarsi
Shoes Bershka

Bodysuit Itamar Sharabi
Sunglasses Barbarsi

Vest Hila Cohen
Bodysuit Barbarsi

Top and Shorts Noy Munis

Coat Itamar Sharabi

Dress and Socks Hila Cohen
Sunglasses Barbarsi

How she has conceptualized the editorial deviates from an accidental finding, but is deeply rooted in her ethos. She marches at the forefront of representing the spectrum of the present generation, an amalgamation of clashing and blending waves of thoughts and individualities. In her naked eyes, Danielle sees the youth as a fearless collective, aggressive to what they yearn for and persistent to stay true to who they are or desire to be. The young screams with an insightful voice, puts on their brazen identities, and reigns their territory. Through her visual flows, Danielle imagines the decade of the underdogs, the odds, and the passersby one meets on the street after a wild party. 

“I have long been drawn to these outspoken individuals. Most contemporary artists tend to no longer capture what the audience deems pretty or what seems to represent the ideals of beauty. It has become the era of distinctiveness rather than homogeneity. In this editorial, I worked with Noga Komar and Sharen Rose. Noga might only be eighteen, but she oozes boldness and maturity, and embraces her body hair, a natural feature that seems to provoke what is ladylike and not. Sharen hails from an Arab-Israeli background and defies the stigma appended in her culture. When my audience looks at these photographs, I envision their surprised responses as if they have never seen anything like these before,” Danielle tells French Fries Magazine. She stands on the cliff and takes a dive into her passion and emotions, exploring risks and endeavors without acknowledging whether or not those who surround her will adore her work.

The photoshoot glistens in party palettes. Instead of mirroring what she projects on the outside, Danielle admits that her adoption of the lavish look appears in contrast to her personality. This year, she has felt blue. When she ruminates, she loses herself in the train of her drowning thoughts. She wrestles with the choking sensation these pervading sentiments throw at her, witnessing how her loved ones and acquaintances sound less motivated and determined. Amidst the edge of melancholy, Danielle finds her home at art. “Colors paint colorless. I adore this contrast and try to infuse it into this editorial. The photographs are bold, but the sinister side of the models lingers. We think of strong colors as the siblings of happiness and light, yet here they symbolize madness, a cry for help, and one’s oddity. These contradictions follow me throughout most of my artistic decisions in my photography,” she says.

Danielle’s fluency in photography set off rather late in her lifeline. She studied film in high school, producing short movies as she experimented with her mediums. Her close friends told her that her clips resembled art and music videos without music. She tinkered with such an insight and pursued this path after she graduated high school. She veered off from making plot-based movies and turned to fashion and experimental clips. “I express myself better in colors, movement, facial expressions, lightings. I wanted to narrate bolder and crazier editorials. In each set of photographs I took, I recorded videos too. I asked my models to wake up their riotous nature and connect with their free spirits. I wanted to record the motion, the beat, the madness, and the movement of the clothes that I could not capture in photos,” she says.

After she wrapped up the accompanying video, she thought of the music to serenade the background of this editorial. She has always been attuned to the way music bonds with images. When she brainstormed for the hymn of her video, she tapped her father who she looks up to and has started producing electronic music. They nestled in a room, exchanged references of tracks to consider, and worked on drafts until her father sent the final rendition her way. Danielle downloaded and trimmed the song, patched it onto the video, and saved the clip for a final review. The combination of the vivid colors of outfits, the movements of the models, the produced upbeat music, and the well-versed editing work in harmony, curating a rhythmic film that breathes in allure and invigorates bleakness. 

The holy verse of free-spiritedness finds its heart at Danielle’s editorial. She defines a jovial being as someone who fails to fit in societal categories and, if their interests clash with the others, they do not wheel their way to change themselves to fit in. Yet she acknowledges that not everyone affords the possibility to let the worries slip their mind. Sometimes, the bullets people fire trespass their skin. “It is human to worry. Our hesitations and ponderings come from our mind, beliefs, and fears. External distractions offer a short-term solution. By focusing on ourselves, understanding the source of the worry, and enjoying the moments that feed us happiness can lend us a hand in setting ourselves free from the anguish,” she says. As one reboots themselves to gain a fresh perspective and opens up to others instead of holing up in the corner and bottling up their emotions can they know themselves in the process of their venture. 

What starts off as a fashion piece no longer decorates French Fries Magazine’s feed with such a surface-sounding reason. In Danielle Sinai Shvadron’s lenses, she captures the culture of youth and all of their facets, be it shown or hidden from the rest of the world.

MB: What's your go-to drink?

DSS: Arak, one of the well-known alcoholic drinks in Israel. It is an amazing Anis that is commonly served with lemon or grapefruit juice, or almond syrup.

MB: What’s your season?

DSS: Definitely winter. Rain and winter clothing gives me joy!

MB: How do you spend your spare time?

DSS: When I find some time for myself, I like to watch movies, hang out with my friends, and always look for new inspirations and ideas.

Photography & Concept: Danielle Sinai Shvadron / danielless.photos

Styling: Shay Mor / shaymor.stylist

Danielle Sinai Shvadron / danielless.photos

Hair & Makeup: Gaya Yaffe / gayayaffe

Models: Noga Komar / noko____

Sharen Rose / rose_xxvi

Dressing: Shdema Haviv / shdema_haviv

Lighting: Michael Golan Galmi / michaelgalmi

Set Producer: Aviv Lusternik / avivlusternik__

Location: Metropolitan TLV

Layout: Beatrice Panero / pane.nero

Words: Matthew Burgos / itsmatthewburgos