Geox's new ad campaign

MILAN — Italian footwear company Geox tapped British fashion photographer Rankin for its newest spring 2016 advertising campaign, labeled #startbreathing, which stars model Maria Crittell and British dancer and choreographer Cameron McMillan.

The campaign spotlights the brand’s Nebula shoe in blue and turquoise, worn by McMillan and Crittell, who were caught in midair by Rankin. The Nebula model is an active fashion shoe that features a  breathing membrane sole and is both flexible and cushioning.

“For me, this campaign is all about doing something fresh and exciting,” Rankin said. “It feels invigorating to be part of taking a brand in a bold new direction, to grab an audience’s attention and get them thinking about Geox in a new way.”

The campaign will be previewed for the men’s wear trade fair Pitti Uomo in Florence and will break in print mid-February.

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