Minimal Animal is definitely a brand that 'does what it says on the tin'. Although I'd be a little more than hesitant to don something quite so revealing on the beach myself this summer, the L.A based brand has got something unique going on. As well as statement piece swimwear, the brand also appear to have got it completely spot on in their most recent campaign. The images have a slightly grainy texture which adds a bit of grit - something a little different from the super-glossy swimwear ads that saturate most fashion magazines. The quality of the photos has a certain 'holiday snaps' feel about it, and is really effective in creating an intimate atmosphere with images that very cleverly tell you what their product, and brand, is all about. They are cheeky as well as sexy and I am completely in love with how Henrick Purienne has told the viewer a story.
Getting me in the mood for summer still!