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The goal of this shoot was to showcase Wrangler fashion in a new way. We photographed with a mix of world-champion rodeo athletes and fashion models at locations ranging from working ranches to vintage bars, and from pro rodeos to Western streetscapes.
We shot this scene on a working ranch at sunset in constantly changing light as the sun went in and out of the clouds. We aimed to capture striking fashion images with a nod to contemporary Western style. I used Elinchrom strobes to subtly light the talent against a moody sky.
The resulting images are captivating and fresh, while still highlighting the iconic Wrangler brand.