Craig Green AW17 Campaign

The campaign for Craig Green’s AW17 collection conceptualises the power of unity in the face of turbulence, presenting models in padded jackets forming a shrine-like water raft.

Photographed by Dan Tobin Smith, the campaign consists of a series of five images, each focusing on a main look from the collection. Multiple figures in padded jackets join forces to create a human lifeboat, combining the efforts of models and the materiality of the pieces. This infusion of storytelling and practicality is a powerful statement from the designer, who explains, “I think campaigns, like shows, should try to have a fantasy element. I always like that a campaign gives you another way of communicating what the collection was about.” With styling by Robbie Spencer, the campaign can be interpreted to evoke a sense of human defiance when confronted by chaotic and dangerous circumstances. While Green states that this was not a conscious decision, he comments, “I think it is almost impossible to make things that are not reactionary in some way to what is happening in the world or around you.”

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All images © Dan Tobin Smith

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