Less than a year after launching his label, Brandon Maxwell has an ad campaign to accompany his fall collection, which is pretty fast for such a young brand. Maxwell photographed, styled and creative directed the shoot and the accompanying video at The Top of the Standard in New York. He cast models Blanca Padilla, Herieth Paul, Leila Nda, Maria Borges, Ophelie Guillermand and Riley Montana. The video features the models against a soundtrack of voicemail messages left by his family following the fall 2016 show. Maxwell described the concept as reminiscent of his amateur styling days in Longview, Tex. Presumably, in the early days he didn’t have Tom Pecheux on makeup and Wesley O’Meara on hair as he did for the campaign shoot.

“This campaign shoot has been a unique and personal experience as it goes back to my roots,” he said. “I initially studied photography, and I taught myself to make clothes for photo shoots with my girlfriends growing up, so this really was a full circle moment for me. All the models that are featured in the campaign have also been part of my shows, and are very loving and supportive friends.”

Maxwell has had quite a year. Prior to launching his collection for spring 2016, he was working as an editorial and celebrity stylist, with a key client in Lady Gaga, who has consistently supported the designer. She has attended his shows and worn his designs to major red carpet events, including a black one-shoulder gown to the Emmy Awards and a custom white jumpsuit to the 2016 Academy Awards, where she was nominated for Best Original Song. Last month, Maxwell took home the Council of Fashion Designers of America’s Swarovski Award for Womenswear at the CFDA Fashion Awards. He also qualified as a top eight finalist in the last round of the LVMH Prize.