Genetic launches Be You video series and new website today, featuring Hawaiian artist and photographer Tasya Van Ree.
The denim label’s vision adheres to a person’s genetic composition that helps shape and define the message to believe in oneself. With this in mind, the ideation and creation of the Be You video project took place: an ongoing project carried out each season that showcases a range of people from all different walks of life, with the same common thread, to Be You.
Stripping away all the BS, Genetic portray women that embody an exemplary sense of self, women that have a certain je ne sais quoi. Through each video project, the select subject gives viewers an in-depth look into her daily life, highlighting what is unique to her and her Genetics.
For the first Be You video, the American label teamed up with artist and photographer Tasya Van Ree whom they were drawn to because of her talent, vulnerability and raw beauty. Through the video, Tasya gives viewers an honest look into her life, love and the things that are unique to her own Genetics.
Still blown away by the beauty of this project, Self Service is looking forward to seeing more videos of inspiring women giving us a private glimpse into their lives as part of this series!
Read more about the story behind Genetic here.
Scroll down for some stills from the vid and for some beautiful black and white photographs shot by Tasya Van Ree as well as from Tasya’s Tumblr.
(NB: Creative direction and production executed by Howard Nourmand, of Grand Jete. Music provided by Frankie Rose. Song title: ‘Pair of Wings’. Voice over work by Steve Olson.)