View from above

DA MAN - Style - - Campaigns -

never one to shy away from crit­i­cism, Bri­tish de­signer Craig Green came up with a rather “mil­len­nial” way of pho­tograph­ing his epony­mous brand’s fall/win­ter ’16/’17 cam­paign: with a drone. Di­rected by Ben Kel­way and styled by Robbie Spencer, the en­tire col­lec­tion is shown across six images fea­tur­ing five mod­els each for a fi­nal count of 30 looks. The mod­els, dressed up in Green’s avant-garde uni­sex clothes, are seen piled around each other on a sand-cov­ered sur­face. Mov­ing away from typ­i­cal fash­ion cam­paigns, Green wanted the images to ap­pear more like a sci­en­tific doc­u­men­tary: cold, but with a dreamy feel to it.

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