WePresent | Meet Shadrinsky, the duo behind fashion’s viral videos

The videos caught the attention of other brands and, suddenly, Shadrinsky were inundated with commissions. “We try to have our signature style in each video. We want people to recognise our work,” she says, explaining that they stick to the same neutral color palette and slightly lo-fi style. The pair are happiest when they are given carte blanche to cause chaos, like when The M Jewelers asked them to create a campaign video. 

“They asked us to make something viral which seemed impossible as jewelry is so tiny. Then we came up with the idea of staging a robbery. The client was laughing so much,” she says. The result was a fake heist, filmed as if it were caught on CCTV. Since then, the dastardly duo have sent models down sand dunes for Jean Paul Gaultier, had them flailing on horseback for Mugler and flying out of golf buggies for Chimi. 

Unlike most beauty shoots, Shadrinsky’s involve stunt coordinators, ambulances, firefighters and security. “In Prague we have one of the best stunt teams in Europe. Most of the action movies are shot here,” Marita says, explaining that while most of them have never done anything fashion-related before, they’re keen to get stuck in.