THE MAD RABBIT
Photography — Yulia Pazukhina · art direction & model — Yulia Yurchevskaya
Concept
This series explores the thin line between the human face and the mask, between social roles and the hidden instincts of the subconscious. It is a modern, avant-garde interpretation of “Alice in Wonderland, ” where the White Rabbit is not merely a guide, but an alter-ego of the protagonist, lost in the labyrinths of high fashion and her own fantasies.
Manifesto
“In this collaboration with fashion photographer Yulia Pazukhina, we ventured beyond traditional aesthetics. 'The Mad Rabbit' is a visual thriller about the search for identity. By utilizing high-contrast lighting, theatrical posing, and surrealist details, we created a world where fashion serves as a tool for psychoanalysis. Each photograph is a step deeper into the 'rabbit hole, ' where familiar forms distort to make way for raw emotion.”
Anonymity as Power
The mask strips away the individual face but grants the freedom to be anyone. It is a psychological paradox: by hiding ourselves, we reveal our truest essence.
The Aesthetics of the Grotesque
The fusion of high-fashion elegance with a haunting mask creates a captivating “uncanny valley” effect, highly regarded in contemporary art.
Narrative Movement
Masterfully captured dynamics suggest the Rabbit is on the verge of leaping out of the frame or dissolving back into the darkness of the mind.
FRAMES
Every frame opens full screen — use the loupe to read the texture.
BEHIND THE FRAME
Motion notes from the shoot — process, light tests and the room itself.