Earlier this month frockwriter reported that a South Korean fashion brand called Lewitt had engaged American photographer Ryan McGinley to shoot a short film starring high profile Australian model Abbey Lee Kershaw. The film, which depicts Kershaw climbing to the top of a building, hesitating whilst anxiously looking down and then hurling herself over the edge, with the fall documented in slow motion to show multiple clothing changes, seemed like an odd concept for promoting fashion to young women in a country that boasts the world’s highest female suicide rate. Odder still, given that seven models - including South Korea’s Daul Kim – committed suicide over the past two years. Four, by jumping. Kershaw subsequently revealed that the film was inspired by Alice in Wonderland. McGinley has still not responded to frockwriter’s questions. But Lewitt did finally get back to us – albeit apparently via its advertising agency. We received the following response from a South Korean company called Intoo Creative. Since we have had no prior dealings with them, we did seek to confirm with the Lewitt HQ that it was in fact an official company statement. In ten days there has been no response. So here goes:
