Category: Fashion

“Is it possible to freeze a moment, to pause time?”

In today’s fast-moving fashion industry, this seems to be too much to ask. Or rather not? America’s traditional upscale fashion retailer Nordstrom posed that very question in his recent Fall Campaign.

“With the constant urge for newness we forget how to enjoy the moment we’re in,” says Olivia Kim, Nordstrom’s vice president of creative project. Live in the now, the campaign realized by artist Alex Prager, prompts. Prager’s short film reminds us to focus on the present, never knowing what the future might bring.

The fashion campaign for Craig Green’s AW16 collection is shot by a drone.

Reminiscent of a documentary shoot rather than fashion commercial, the campaign shows all 30 looks from the designer’s AW16 collection. It is presented in a series of six images showing each different group of models, flipping through the changing moods of the collection.

Centered around workwear, utility, and uniforms, the garments reflect Green’s both romantic and futurist style.

The images, taken by a painfully automatic tool, are nevertheless painterly and dreamy, opening a new way of fashion image-making. Green described it in an interview as stated here below.

“I thought there was something quite great about them looking almost like National Geographic – scientific and cold in some ways, the image is so romantic of all the boys together.”

All images © Craig Green