How P.A.M. x Hysteric Glamour’s Campaign Transformed into an 80-page Documentation
Following Perks and Mini and Hysteric Glamour’s collaboration consisting of apparel, toys, and accessories, the duo is back and has teamed up with our close friend Joshua Gordon [@joshuagord0n] to shoot a campaign that resulted in an 80-page documentation.
Titled TOY, this book acts as a love letter to humanity's innate passion for objects and certain individuals that love to collect them. In this book, Joshua lends us his lens for us to look into childhood, into kinky obsession, into the curious, and into the charming.
The book, with all the images being shot in Japan between 2019-2023, is littered with raw and unfiltered scopes into people’s lives, both showcasing individuals who own toys, and the toys themselves. Notes of romance flirt with crude ideologies, and challenges the viewer to see toys for what they really are: they are comfort, they are homely, they are nostalgia, and they are personality, regardless of if they come in the form of a childhood cuddly toy or something slightly more audaciously erotic.
The book dive into the genuine, transcendent connection people have with toys. Despite them being inanimate objects, Joshua states he has always felt a more spiritual feeling from things such as toys and dissects these thoughts in the form of this book - an introverted exploration outputted in the form of visually stunning, immersive creativity. TOY is gross, playful, disturbing, but most importantly, utterly relatable. We love it.
Joshua is one of the most interesting and tantalizing photographers we know and this book is drenched in his charisma and artistic personality.
"Toys, toys, toys. What is a toy? If you ask a graffiti writer they’ll tell you that a toy is someone with no style. Sexually, a toy is an instrument used to enable pleasure that can come in a variety of sizes, colours, shapes and materials. To most people a toy is something small and fluffy that you are given as a child. I have always been interested in toys, and people’s relationships with them." – Joshua Gordon
