WATCHING WATSON: Albert Watson’s moody images of Stella Tennant and Luke Treadaway and his dramatic landscape shots on the Isle of Skye will launch worldwide in Pringle of Scotland’s fall ad campaign. A selection of Watson’s images of Tennant, Treadaway, Anna Freemantle, David Shrigley, and Robert Montgomery went on display earlier this year at London’s Serpentine Gallery.
Pringle is celebrating its 200th anniversary with a number of artistic collaborations, and with “Fully Fashioned: The Pringle of Scotland Story,” a major exhibition at the National Museum of Scotland in Edinburgh that kicked off in April and runs until Aug. 16.
The brand has also worked with Michael Clark Company on a series of projects that demonstrate the movement of knitwear on the body, and the first of them — a series of films — also previewed at the Serpentine Gallery during London Fashion Week.
Watson said his approach to the Pringle shoot “is all about the juxtapositions; textures from the Isle of Skye integrated with the textures of the collection. We approached this in a classic manner, but with strong portraiture. Shooting was more about the persona with the textures of the clothing.”
The images will appear as double page spreads in the U.S., U.K., Italy and China, in titles including W Magazine, Vogue, GQ and GQ Style, Wallpaper, Harper’s Bazaar, Gentlewoman, Fantastic Man, i-D and Elle.
Last month, Pringle showed its fall 2016 men’s wear collection in Milan, with a live performance by members of Clark’s company, all of whom were wearing Pringle knits, with some men even dancing in pearls and black twinsets — or white long underwear.
As part of its anniversary celebrations, Pringle also unveiled an online offer called Deconstructed, a service that allows users to customize their cashmere knitwear on their computer screens.