a little over a year ago, a rabbit hole opened up, and the world fell into it. ever since, we’ve been on a topsy turvy adventure of fear and pain and enlightenment and horror and awakening and hope, and very few have emerged unscathed. if the cheshire cat wasn’t already correct, it certainly is now— we’re all mad here.

we when first conceptualized this campaign, we imagined a vivid shoot that would spotlight individual characters + the folks who created their looks. we pictured a grande version of our style wars (check reels if you’re unfamiliar), and each team would design a character to be voted on by our community. as we explored further the scope of the message we wanted to share, though— things evolved.

 

our conversation began with highlighting the individual over the group, but we came to the conclusion that both stories are equally important. with the characters, we can examine mental wellness, personal accountability, and self-acceptance + highlight killer local talent in the process. the group allows us to speak to a society that embraces our differences and sees value in who we are as a part of the whole— a society we’d desperately like to exist in.

 

as we enter mental health awareness month, whether the images help you feel seen or the info that comes with them leads to personal growth, we hope this project moves you in some way.

 

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a special thank you to the wildly skilled folks who collaborated on this wonderland in birmingham. your ability is bonkers.

 

photography: @alyssarosev

creative direction: @abasicshop 

floral + set design: @hollymcarlisl

floral assist @colewter

 

white queen styling: @forecastsalon + @brittany_forecastsalon + @billyhalliday_forecastsalon + @eyesofwise + @lindsayhisey_forecastsalon + @hollymcarlisle (floral headpiece)

 

cheshire cat styling: @alex.smith.hair

 

caterpillar styling: @psandersmakeup + @colewter (mushroom accessories)

 

white rabbit styling: @vivantleivida + @moe_forecastsalon + @hollymcarlisle (foliage ears)

 

mad hatter styling: @brittany_forecastsalon + @alex.smith.hair + psandersmakeup + @hollymcarlisle (boutonniere)

 

march hare styling: @psandersmakeup + @brittany_forecastsalon + @alex.smith.hai

 

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props: @dreamerssupplyco, @magiccityorganics, @honeycreeperchocolate, @mythomenagerie, @ritualshelter, and @studio.264

 

models: @tylerhatcher, @_sa1nt, @prashant.yay, @damagedbread, @lotusthedoll, @samrathecurator, @reggiees.world, @bangimages