As June came to a close, designers all began unveiling campaigns for their fall ’16 collections. This week, MSGM, Jacquemus, Miu Miu and Balenciaga revealed imagery featuring everyone from punk rock model Katie Moore for MSGM to actress Amanda Seyfriend for Miu Miu. Check out some of our favorite shots from the four campaigns, below.
For MSGM’s fall ’16 campaign, designer Massimo Giorgetti brought in photographer Walter Pfieffer to shoot the colorful collection, loaded with polka-dots, plaids, leather and florals. The photos feature fashion’s favorite new face Katie Moore alongside model Leon Dame. On the collection and his collaboration with Pfieffer, Giorgetti said, “Strong colours, stripes, polka dots, but also courage, youthful spirit, beauty and irreverence, are the main characteristics that link Walter to me and to MSGM.”
Jacquemus’ fall ’16 campaign is anything but average. The images, shot by Theresa Marx in the South of France, also serve as the label’s new e-commerce site. Bored by the traditional aesthetics of online shopping, designer Simon Porte Jacquemus decided to use his campaign to deliver something more exciting. “For me, it’s a new approach to e-commerce,” he told Dazed. “E-commerce sites can be very boring and ugly – and Jacquemus is not about that […] I wanted to bring something more playful and stronger as images, but at the same time I wanted to use them to sell clothes.”
For Miu Miu’s fall ’16 campaign, photographer Alasdair McLellan featured brand ambassador Amanda Seyfreid alongside models Anna Ewers and Taylor Hill in a collage of modern high society. McLellan’s Miu Miu debut, the campaign, called “Found Narratives,” expresses “meta-history [laced] with playfulness and female-empowered fun.” Seyfriend, Ewers and Hill, styled by LOVE Magazine’s Katie Grand, represent “The Player, The Ingenue, The Whisperer: a cast of characters represented as subverted archetypes of high society.”
For his first campaign with Balenciaga, Demna Gvasalia asked photographer Mark Borthwick to create something “real,” capturing the same models who walked Balenciaga’s runway, but this time walking Paris’ streets. Gvasalia wanted to portray “couture attitudes in everyday settings,” mirroring the ethos he brought to the brand since his takeover as creative director. “I wanted the pieces to be shot in a real environment, around where we work and live,” he told WWD. “The new Balenciaga women, the women who wear the clothes, are my celebrities.”