‘A Cheryl’ Happened

Casting Shoot Teaser

‘A Cheryl’ is the concept We Are Muze has been developing in collaboration with the photographer and muse Cheryl Schurgers. The shoot of the casting for Cheryl lookalikes took place on July 6th at the wonderful Studio 13 in Amsterdam.

Eleven girls were reached to out via the casting call poster and were then selected to participate in the official casting shoot. At the casting, each of them had to imitate Cheryl both in looks and the way they acted.

Instructed to come all in black, the participants were then invited to enter the world of Cheryl and We Are Muze by dressing in the SS18 pieces of BYBROWN, Electric Co, Jessica Joyce and LoveLuha.

Under the direction of Cheryl herself, the girls were instructed to perform four different acts, each of which represented a translation of the alter ego theme by the We Are Muze designers.

The casting could not go without the jury, who, with their critical eye, observed the acts and decided who is good enough to be a Cheryl and perform at the next stage of the project.

Cheryl and Julius shoot the jury for the new We Are Muze project

The whole process of the casting and the shooting was filmed by Julius Thissen, whose work will be a key element in the upcoming We Are Muze presentation on September 27th in Atelier Neerlandais, for the next edition of Paris Fashion Week.

Results from this not so usual casting are coming up very soon!

Special thanks to the whole team:

Cheryls: Agata, Annemarijn, Grace, Elise, Eva, Ise, Karla, Mélina, Romee, Sanne and Teddy
Photography and direction: Cheryl Schurgers
Filming: Julius Thissen
Make-up and hair: Kira Kroegman and Selkan Baran
Assistants: Janina Volkmer, Karla Vincheva and Mélina Dubois
Designs: BYBROWN, Electric Co, Jessica Joyce, LoveLuha and Peterson & Stoop