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Havana Club has teamed up with high-end fashion brand Aries Arise to give birth to a cultural project supporting Joshua Gordon in the creation of a new art piece on the street scene of Cuba, accompanied by a capsule collection of merchandising to be launched on November 2019.

Conceived and produced by Aries in collaboration with Havana Club, “BUTTERFLY” is a photography project shot over a month around the drag and trans community of Havana, Cuba.

All images are the result of Gordon’s immersion into the sub-culture of his subjects. The result is a raw but poetic series of portrait images shot on polaroid, super-8 and 35ml and a 22-minutes-long film.

Set alongside this documentary are a series of images shot in studio in London by Gordon in collaboration with Aries creative director Sofia Prantera and famous stylist Jane How. Inspired by the iconic branded content of 70’s publications like Playboy, the images see Havana Club’s Giraldilla symbol recreated with body paint and gaudily branded, cross body sashes and ribbons.