Craig Green AW17 Campaign

Photographed by Dan Tobin Smith, the campaign consists of a series of five images, each focusing on a main look from the collection. Multiple figures in padded jackets join forces to create a human lifeboat, combining the efforts of models and the “Campaigns, like shows, should try to have a fantasy element”materiality of the pieces. This infusion of storytelling and practicality is a powerful statement from the designer, who explains, “I think campaigns, like shows, should try to have a fantasy element. I always like that a campaign gives you another way of communicating what the collection was about.” With styling by Robbie Spencer, the campaign can be interpreted to evoke a sense of human defiance when confronted by chaotic and dangerous circumstances. While Green states that this was not a conscious decision, he comments, “I think it is almost impossible to make things that are not reactionary in some way to what is happening in the world or around you.”