Standard Black LA NY

Branding / Creative Direction / Print / Production

Fucking Young!—a fashion and lifestyle publication that documents youth culture in the current moment—invited Standard Black to contribute editorial to a special issue that presented reinterpretations of the concept of family. The issue challenged outdated notions of happiness, love, and connection.

THE CONCEPT

Producing a still photo shoot that interrogates stereotypes related to the traditional American family—categorized as racially homogenous and artificially happy—Standard Back redefined the household to include a disparate array of identities. The imagery addressed modern themes of polarity and disconnection by imagining a festive backyard scene that is joyously inclusive of all “types.”

THE VISUALS

Taking inspiration from archival images of American backyard from the ’40s and ’50s, Standard Black crafted a visual love letter to the American backyard—now featuring an updated and authentic celebration of “family.” With a casting reflective of today’s exuberantly diverse America, the visuals imagine the backyard as a “melting pot” of chosen family members, aligned in love, friendship, and connection.

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