REIMAGINING BELLA: J.W. Anderson has taken a different approach to his fall campaign, casting a celebrity model for the first time.
Moving on from last season’s postage stamp-sized campaign image, Anderson has gone big, tapping Bella Hadid as his face for fall. Last spring, the designer’s campaign featured a minuscule image of model Mayka Merino against white space to resemble a post stamp and the images went on to be developed into stamps with real postage value, available for collectors to purchase on the label’s web site.
Drawing inspiration from film sets, the current campaign sees Hadid playing the role of a screen actress captured during a moment backstage. The images feature the model in key pieces from J.W. Anderson’s fall collection, including peplum-trimmed, structured blouses and asymmetric, leather studded skirts. The pictures appear alongside a black-and-white image of a puppet and a young boy to highlight the cinematic concept further.
The arid country setting of the Lee Valley Regional Park, outside London, formed the backdrop of the imaginary film set.
Anderson’s longtime collaborators Benjamin Bruno and Jamie Hawkesworth styled and photographed the campaign respectively, while creative agency M/M Paris worked on the art direction.
Recently, the designer had also collaborated with A$AP Rocky on an exclusive capsule collection which he celebrated with a party, thrown at East London’s Ace Hotel during London Collections: Men. Last May, the label also received the Beyond the Runway prize at the Decoded Fashion Future Awards for a digital partnership with Grindr. The British designer teamed up with the dating platform to present his fall men’s show via live-stream.
The campaign has been published on the designer’s web site and social media channels.