A series of painterly images and short videos of models laying on the black sand beaches, 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. “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,” described Green in a recent interview.