B. Åkerlund's WhoYouAre collaborates with heavy metal band Ghost for visualizing the dark rock'n'roll style of the new album 'Meliora'

fashionoffice - magazine
The first impressions of the collaboration between WhoYouAre and Ghost for the Swedish heavy metal band's third album 'Meliora' were released recently via video 'Hello Papa Emeritus III' (embed below), introducing the stage appearance of the vocalist 'Papa Emeritus' who is like all the other band members anonymous. Los Angeles-based collective 'WhoYouAre' focuses on the fashion and entertainment industry. Online, WhoYouAre appears as platform that mediates between creative talents who applied to the online database of the network which ranges from fashion activists over fashion editors, bloggers, shoe designers, hair stylists to directors, musicians. The database connects also products which are favorited by members - it's quasi a curated store by specialists of the fashion and entertainment business. Fashion activist B. Åkerlund is one of the persons who stand behind the concept of the WhoYouAre network with enclosed shop.  The Swedish born is known for her work as costume designer for Madonna, Beyonce, Rihanna, or Lady Gaga. Åkerlund says about the work of the fashion community WhoYouAre for Ghost: "It's a massive honor to have been summoned by the great Papa Emeritus III to adorn this collaboration. Ghost are dark, controversial and sweet, all at once.  Just like me ... They exemplify performance art and subversion, and it was thrilling to enhance their relentless creative vision and add my fashion sense, source amazing talent from my WHOYOUARE fashion community, and find the designers I found worked best. Designer Michele Berandi was a natural choice-coming from a dark rock'n roll background - and Majesty Black made iconic gloves to complete the look to rebirth Papa for Ghost's new album." Recently, the single 'From The Pinnacle To The Pit' (listen on Spotify) off the album 'Meliora' was released; the full-length LP will come out in one month on 21 August via Loma Vista Recordings (preorder iTunes, Amazon). Ghost is on tour in August in Europe; in September, October, November in Canada and US.