Craig Green taps Nick Knight for his first ad campaign
With London Collections Men in full swing, the fashion elite is crowding in London to experience the freshest and most ambitious collections of the coming menswear year. Amongst the most anticipated showings was Craig Green's runway presentation for S/S16, which drew some criticism from the press for the striking resemblances to his last S/S collection. A healthy dialogue began about whether it's okay for Green to "rehash" his own ideas so early in his carreer. While some see commercialism as the driving motive behind the semblances, others argued that a signature aesthetic is to be expected from a designer as talented as Green. He is the new wunderkind of London fashion. Fittingly, he tapped Nick Knight - a legend in his own right - to create his very first ad campaign for his A/W15 clothes.
The campaign features both stills and a short film, showcasing Green's unequivocally special talent for creating exciting and innovative silhouettes. The strips of fabric hanging from the clothes combined with the simple color palette of red, white and black create an intense feeling of urgency, while the slow-motion video showcases how Green's designs are built upon principles of motion. The collection and the ads both carry a touch of oriental styling in their DNA, repurposing and reinterpreting the Japanese avant-garde movement without dipping into cultural appropriation. No wonder Rei Kawakubo feels strongly about it, as evidenced by the special Green-themed display and retail experience at London's Dover Street Market.
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