ANDERS EDSTRÖM
Gaining maturity with each passing seasonJil Sander.The brand has an unadorned beauty that brings out the individuality of the wearer rather than the glittering mood characteristic of luxury fashion. The brand has an unpretentious beauty that naturally draws out the individuality of the wearer, rather than the glittering mood characteristic of luxury fashion. Of course, it is not a tasteless, odorless normcore, but something that one can feel the temperature of the creator and that appeals to the sensibilities of the person who holds it in their hands.
The campaign visuals for the just-released Fall/Winter 2020 season also hold the key to learning more about this brand.
Normally, a campaign visual is entrusted to a single photographer, but Lucy and Luke Mayer, the couple behind Jil Sander, called on five people for this project. The Mayers have long been friends with Mario Sorrenti, Anders Edstrom, Olivier Kerwerne, Chris Rose, and Lina Scheinius. Their styles range from the biggest names in fashion photography to up-and-coming artists. In addition, Steven Kidd was the only filmmaker to participate. Let's take a look at the visuals and the movie.
ANDERS EDSTRÖM
MARIO SORRENTI
CHRIS RHODES
OLIVIER KERVERN
LINA SCHETNIUS
STEPHEN KIDD
Each shooting took place while cities around the world were locked down.
Therefore, the subjects chosen were not professional models, but the photographer's partner, children, friends, and animals. Locations were also limited to familiar areas such as homes and gardens.
Despite the unprecedented circumstances, the Mayers chose to express the worldview of this season from the perspective of each artist, trusting each of them and entrusting them to interpret the brand. The finished visuals seem to depict a lonely world where people are not allowed to see each other even if they want to, which, oddly enough, speaks to the inner world of people's minds.
It is said that in the world of fashion, unexpected creations are born in times of adversity, and I believe that these works are a true testament to Jil Sander's groundwork.
This campaign visual is the first in a series of ongoing collaborative projects, which will be compiled and published as a book. We can't wait to see what Jil Sander, which has a publishing division, will publish in the future.
