The runway is a facade for designers to stage their vision, the strictly choreographed back-and-forth of models shinning a never-ending flow of clothes.
Ginny Litscher's Lower East Side by Alex Lambrechts
June 29, 2026 8:47 AM
For her New York City debut, Ginny Litscher chose friction over formality.
Built through instinct rather than convention, her work combines tufted textures, animal insignias, distressed surfaces, torn mesh, fur treatments and sharp silhouettes. Each piece balances rebellion with precision, carrying the same raw curiosity that has defined her creative process from the beginning.
For New York, she arrived with longtime muses Jasmin Brunner and Manuela Frey, women who have become part of the brand's visual language. Not simply models, but recurring characters within Litscher's world.
Photographing the project was Alex Lambrechts, whose connection to downtown New York runs deeper than the assignment itself. Having previously lived in the city and exhibited through Vincent Harrison's Castle Fitzjohns gallery on the Lower East Side, he returned to familiar streets with the perspective of someone who knows the neighbourhood beyond its mythology.
Working with direct flash and available light, Lambrechts strips the city back to its essentials. Faces emerge from darkness. Motion remains visible within the frame. Sharp expressions collide with blurred backgrounds. The energy of the street is never cleaned up or controlled.
Joined by an expanding cast of New York muses, the group moved through the Lower East Side after dark. Street corners became meeting points. Storefronts became temporary sets. Conversations, encounters and fleeting moments drifted in and out of frame.
Lambrechts stays close throughout, photographing from within the crowd rather than observing from a distance. The resulting images feel immediate and unguarded, sitting somewhere between fashion editorial, street photography and visual diary.
The city becomes a backdrop.
What remains is the tribe.
A collective presence moving through familiar streets. Friends, muses and collaborators bound together by instinct rather than choreography.
The result is a debut that feels raw, unscripted and entirely alive.
For Ginny Litscher, a New York debut.
For Alex Lambrechts, a return to the Lower East Side through a new lens.
Team Credits
Textile Design + Styling: Ginny Litscher Instagram: @ginnylitscher
Photography + Art Direction: Alex Lambrechts (Rogues Agency) Instagram: @alex_lambrechts
Production + Casting: Jasmin Brunner (Rogues Agency) Instagram: @roguesagency
Models: Jasmin Brunner, Manuela Frey, Marisa Dos Santos, Janina, Bobby Christian, Minjun Kim
Instagram: @jazbrunner @manuelatatjana @marisa_dos_santos @janinajjung @luckyletterblue @bbanj_joo
Hair & Makeup: Mizu Instagram: @mizumakeup
Hair: Nastya Milaeva Instagram: @nastya_miliaeva
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