House Of Mystic Magic - A Look behind the Curtain

In the House of Mystic Magic you will find all sorts. Creatures from Heaven to Hell and anything in between. Depicting a variety of scenarios all playing with the concept of the seven deadly sins, we showcase Mystic Magic’s fascination with dark, animalistic luxury couture. In today’s society more than ever the deadly sins powerfully elucidate some of the core emotional drivers of human behaviour which we explore in this avant-garde style short film.

It all started with the costumes for me. The designer gave me free rein to dive into his entire catalogue of work from past to present. The set-out was to create a live-action video clip inspired by the works of fashion photographers such as Annie Leibowitz, Mark Seliger and Tim Walker. I chose all my favourite outfits and each one inspired a character. Some were based on iconic pop culture figures, and some we made up entirely, such as the Peacock which seemed the perfect representation of Vanity and the Candy-floss fairy with her sweet tooth, was a perfect symbol of gluttony. Can you find the depiction of the other sins?

The brand Mystic Magic was born from the designer’s love for nature, animals and fairytales which is evident in all his work. As a director it was important to me to keep this at the heart of the piece. With a rustic Latin backdrop and the vibrant colours of the outfits, I took the mystical and magical aspect of the assignment very literal. The key theme running throughout the video, was to root everything in the costumes and the materials they are made from. The rose petals and frost in the ballerina costumes flies off the outfits and is integrated into the environment. The star above the altar is a reference to the Mystic Magic logo.

Designer Ashley Pearce and I had been trying to do a fashion film together for a very long time, but obstacles kept appearing over the years due to conflicting schedules, lack of funds and of course; covid. The project was put on hold and postponed several times, some of the models were re-cast up to three times before we initially managed to pull it off. During lockdown I still kept working on the project and longing for the day when it would finally happen. I assisted Mystic Magic in moulding over 760 resin crystals in various shades of blue to be used on a very labour-heavy corset worn by the ice queen.

I had been keen to delve more into the world of couture. To be able to showcase such eye widening creations in form of a fashion film had been a dream of mine for a long time. The designer and I bonded through our shared enthusiasm for fantasy and fairytales.

Article written by Director Alexander Miguel

For more details and to view the full fashion film, check out our official website,

www.mysticmagiconline.co.uk