Metiseko Ninh Binh

fashion, lifestyle

Boris Zuliani





Tran Ngoc Lan


Florence Mussou


Over the years, photographer Boris Zuliani has shot a myriad of Metiseko’s clothing collections for their lookbooks and campaigns.


Working with Metiseko creative director Florence Mussou and team is always a wonderfully collaborative process from concept and scouting to the final photo shoot. It’s also a chance for Boris to unleash his creative side as he shoots in diverse settings reflecting the natural silk and organic cotton designs inspired by Vietnamese symbols, traditions and landscapes.


The most recent collection was shot in the northern mountainous region of Ninh Binh, known for its iconic karst landscapes, crumbling ancient pagodas and fishing villages – ideal for creating a fashion journey. Taking advantage of the settings and to create a unique backdrop for the lookbook, rather than a studio set-up, the NOI production team had a platform assembled for the models to pose on so the outfits could be framed by the environments.


For the campaign’s lifestyle series, the fusion of karst landscapes and Vietnamese architecture with the fabrics and textures made for a unique campaign, and at one point during the shoot, a couple of buffaloes were required to complete the shot – can you spot them?