Models, especially in the fashion industry, appear picture perfect in their photographs. They are unfazed by the world around them and are consumed with their elegance. They are untouchable.

Eckhaus Latta, a nonconformist fashion label, created a short film smile titled “SMILE” that aims to expose the falsity of photo shoots and break down the artificiality of editorial advertisements. The actors are shown in various emotional states and react to situational discomforts. The music quickly changed, as did the moods of the characters.

This short, in collaboration with German filmmaker Alexa Karolinski, was created to promote their AW16 campaign and will be contributed to the Hammer Museum biennia. Eckhaus Latta will be showing their next collection in late February 2016.