Bibi Borthwick
The apparel industry is facing a difficult time due to the Corona disaster. It is said that in the future, niche brands with originality and brands for the masses in affordable price ranges will survive, and brands with ambiguous positions will be weeded out. In the midst of a trend that divides the industry into top and bottom, fashion lovers will be looking for brands and stores that create with conviction while taking into account social trends, rather than for trends that are born and disappear locally.
Jil Sander is one of the most sought-after brands, and since 2017, Lucy and Luke Meyer have been working with the brand, developing the worldview established by the company's founder, Jil Sander, in a positive way. The duo has made Jil Sander a brand that attracts not only fashion experts, but also young people who are unaware of the brand's past.
We would like to introduce the latest campaign visuals directed by Mr. and Mrs. Mayer.
The theme was "Touching Each Other. This was the same theme as last season, and we invited photographers who are close friends of the Mayers to express the brand's world view from their own perspectives.The previous editions were attended by Anders Edstrom, Olivier Kerwerne, Steven Kidd, Chris Rose, Lina Scheinius, and Mario Sorrenti, all well-known writers.
The four artists selected for the campaign for the Spring/Summer 2021 season are Bibi Bostwick, an up-and-coming artist; Drew Jarrett, a fashion-forward artist; Shaniqua Jarvis, a black woman; and Nigel Shafran, an Englishman. Among them, Bibi is also known as the daughter of photographer Mark Bostwick.
Bibi Borthwick
Andrew Jarrett
Shaniqwa Jarvis
Nigel Shafran
The settings for the shoot included the atelier, the city, the train station, and the garden. The photographers' acquaintances were cast as models for the shoots. Although each photograph seems to be a simple cutout of an ordinary subject's expression, it has a strength that appeals to the viewer and is full of beauty that draws the viewer in.
Perhaps it is the fact that the visuals were created together with valued colleagues and represent the feelings of the brand, rather than a marketing-driven campaign that uses famous models and actors to generate buzz, that makes them stand out.
The project will be compiled into a book in the future. We will continue to keep an eye on Jil Sander, who is sincerely dealing with creation even in these difficult times.
