THE CAMPAIGNS: House of Idan
In an operatic collision of fashion and fantasy, designer Idan Cohen, together with Creative Director Deborah Moses, unveils a campaign that feels less like advertising and more like cinema. At its heart is a spellbinding collaboration with the legendary Ruven Afanador, captured amid the haunting majesty of Oheka Castle.
Here, couture transcends dressmaking to become pure theater. Cohen’s gowns—fluid yet architectural, sensual yet ethereal—command each frame, moving in conversation with Afanador’s masterful, almost painterly lens. Draped in chiaroscuro light and steeped in Old World grandeur, the castle itself dissolves into character, becoming stage, muse, and myth.
The result is a visual sonnet to modern romance: an ode to artistry, passion, and the enduring magic of couture. More than a campaign, it is an invitation to enter a dreamscape where fantasy and reality merge, where every gown carries its own narrative of desire, metamorphosis, and timeless elegance.
I sat down with Cohen to uncover the alchemy behind these images, the serendipity of his partnership with Afanador, and the moment when Okecka Castle itself became more than backdrop—it became destiny.
— Louis Iacovelli
1) This campaign marks a collaboration with the legendary Ruven Afanador. What drew you to work with him, and how did his artistic vision align with your own vision for this collection?
*I’ve admired Ruven’s work for years—his ability to capture emotion in a single frame is unparalleled. When I envisioned this campaign, I knew I wanted someone who could translate the romance and sensuality of my gowns into something almost cinematic. Ruven has this gift of creating images that feel both timeless and fresh, and that’s exactly the energy I wanted.*
2) Oheka Castle is a striking choice of location. Can you share what inspired you to set this campaign within its walls and how its architecture influenced the mood of the shoot?
“Oheka Castle has this magnetic, almost otherworldly energy. Its architecture feels like a blend of fantasy and history—grand staircases, sweeping corridors, textured stone. It provided the perfect stage for gowns that are equally rooted in tradition and modernity. The light there was incredible, constantly shifting, which gave us so many opportunities to play with mood and shadow.*
3) Your gowns often embody a blend of romance, drama, and modern sensuality. How did the styling and photography bring out these elements in this particular campaign?
*Ruven has such an eye for the way fabric moves—he caught moments were a skirt lifted just enough to feel like it was caught in a dream. We kept the styling minimal so the gowns and the setting could have a conversation with each other. Every frame was about emotion, not excess.*
4) Working with a photographer of Ruven’s caliber often leads to unexpected creative moments. Was there a particular shot or scene at Oheka Castle that felt truly magical or surprising?
“Yes—there was one moment when the wind picked up in the castle courtyard just as the bride was mid-turn. Her veil lifted dramatically and Ruven caught it at the exact second when the light hit perfectly. It wasn’t planned, but it became one of the defining images of the campaign.*
5) This campaign is not just about the gowns—it’s also about storytelling. What narrative did you and Ruven want to convey to brides through these images?
*We wanted brides to feel like they were stepping into their own modern fairytale—not something borrowed from the past, but something deeply personal and contemporary. The story is about a woman who is powerful and romantic at the same time, unafraid to take up space and be unforgettable.*
