Designer Mara Hoffman has recently launched her awesome new Spring 2013 image campaign & video, “ALOHA”, which is in collaboration with Los Angeles based artist/photographer/director, Neil Krug.
Spring 2013 & campaign inspiration: The word, ALOHA!
As Hoffman explains, “I attached to the spirit of the word and the simplicity and complexity of it all in one..The presence of Divine Breath… Love, Hello, Goodbye.
See definition: Aloha (and mahalo) are ineffable, indescribable, and undefinable with words alone; to be understood, they must be experienced. Deeper meaning and sacredness is hinted at by the root words of these words. Linguists differ in their opinions as to the exact meanings and origins, but this is what was told to me by my kupuna (elder): “On a spiritual level, aloha is an invocation of the Divine and mahalo is a Divine blessing. Both are acknowledgments of the Divinity that dwells within and without: Aloha [Alo = presence, front, face] + [h? = breath] – ‘The presence of (Divine) Breath.’
Watch the campaign video (which was shot in Malibu, CA by the way) below:
Photographer/Director: Neil Krug & Stylist: Richard Ruiz