We catch up with Jessica Lupton and Jessica Rayne – the stylist’s behind the fashion film The Frown for Rayne // Bride Of Zion. Simply put, the concept behind the song is about a girl casting a spell to make a boy fall in love with her. With a powerful array of visuals that seem to agitiate undiscovered emotions, its a video that flows in the most wondrous way…

You’re from Joburg right? Tell us about the fashion scene there vs. Cape Town.
Johannesburg is Cape Town’s cool little sibling. The inner-city is really coming alive, creating its own unique culture. With markets popping up all over the place, people are migrating back into the CBD. I think it translates into a really fun street style – less heels and tailored lines and more about second hand, bargain buys and most importantly, fun.

Tell us about your new project, The Frown For Rayne
The concept of the video originated from a desire to explore witchcraft, in a beautiful and enigmatic way. We wanted to reference ‘South Africa’ through the portrayal of a Sangoma. We wanted to create something not exclusively for the brands involved but that would impact the South African scene.

This video shows that we don’t need to be defined by our location, but we can still be inspired by it.

There was that whole thing in the early ‘70s, art rock and glam rock that tried to merge art forms so that music could transcend the audio. Is that an important part of your project?
Music transcends into the visual and, in turn, fashion transcends into music. The project would not have been as impactful were it not for the collaboration with the Frown. Music stimulates us in a different way to something visual and the fusion of the two creates an impactful connection.

Tell me about the track in the video.
The track was created around the video as we originally intended the project to be a fashion film. It is difficult to associate one type of music with the work we do as our aim is to make each project entirely unique. Jessica Rayne was hugely inspired by her time in London and the connection with the music scene is definitely reflected in her designs and our collaborative work.

The link between fashion and music is becoming more prevalent with the current success of fashion films which ultimately need to be partnered with music because films need soundtracks. The fashion film is about capturing that synergy succulently.

There seems to be a prevalent element of female strength to the video. What inspires you on that theme?
Rayne is about women who are strong individuals and we needed a star to represent that. We are both young business owners who have gone out on our own to create two very strong brands and we are focused on building up other women in the fashion industry who share our passion. The collaboration between Gaschette and Rayne becomes something bigger than our individual brands. Eve is a strong female figure, that is why we chose her to represent our concept and Rayne.

The scene with the abortion addresses the historical archetype of the deadly female — in that she can create life and therefore is a threat to her male counterpart because she holds the key to immortality through reproduction. It’s about something like an inverse immaculate conception — but because it’s quite obviously something evil inside her, it has to be expelled from her body in an equally unnatural way.

Was the final product similar to the original concept or did you just go to a warehouse with some flour and let it get a bit out hand?
The final film was an evolution of the original concept but it remained close to original thought process. We sat down and developed a story line of witchcraft and Steve Marais and Colin O’mara Davis suggested adding an African influence with creating a story inspired by Muti.
The flour was a crazy last minute decision (Steve is a genius!) that just enhanced the visual aspect of what we wanted to achieve.

What’s the inspiration behind the clothing? What’s the story that we’re watching?
Jessica Rayne: My Designs are influenced by the year I spent studying in London and the way I dressed- the gloomy weather affects your mood and style. I try to still keep the core of the brand quite romantic at heart. London was all about grunge, sheers and velvet- the mix of grungy and feminine which rings very true to Rayne and my personal style. Rayne focuses on a vintage second hand culture and sustainability that is a lifestyle overseas more than something that they aspire to as we seem to here.

Where do you see yourself in five years?
Jessica Rayne: I hope to have my own studio space and boutique in JHB and perhaps one in Cape Town and potentially a menswear line. I am also passionate about changing South African’s attitude towards vintage and luxury basics.
Jessica Lupton: I would like to travel and discover new sources of inspiration. I am determined to change the way the regular South Africa’s see fashion.

Thanks Jessicas!

Interview by: Adam Alexander