Anna Cleveland quite effectively stole the show in February when she strutted down the Moschino runway engulfed in smoke — emanating from the dress she was wearing. Moschino has now released its latest campaign, featuring Cleveland in the smoky dress — and once again it’s causing an Instagram sensation.
She chatted with WWD via email about the campaign.
WWD: How were you chosen to wear the “burning dress” in the show?
Anna Cleveland: Jeremy Scott and Carlyne Cerf envisioned me in it. Why would I be scared?
WWD: How did you get in and out of the dress?
AC: A team of five amazing people catapulted me in it, buckling me up with a burning machinery around my waist, and propelled me onto that runway!
WWD: And what was the campaign like to shoot?
AC: [We drove] on a dirt road to a broken-down warehouse where I knew there was going to be plenty of space for us “rebels.” Working with Steven Meisel allowed a clear moment of expression to be captured perfectly while Jeremy and Carlyne were on the sidelines cheering us on!
WWD: What is working with the brand like?
AC: A creative pleasure. The brand is always willing to fulfill a sense of storytelling.