For AW16, BFC-Menswear Fund winning Craig Green served up a standout collection of paradoxes. Of pieces at once strapped and restrained, billowing and liberated. The oddly desirable clothes felt somewhere between the scrubs worn in a medical institution and the uniforms of a historical prison. It was beguiling, strange, and utterly unique, meaning it’s only right that the label’s new campaign for the coming season is equally arresting.
Styled by industry veteran Robbie Spencer, the images and videos take influence from documentary photography and ordinance survey maps. In the short films and stills, the camera pans up and away from groups of models lying in circular formations – draped, of course, in Green’s designs. As the camera (which is controlled by drone) pulls away, the formations blur into the landscape creating that cartographic effect clearly desired by Green and his team.
Do the desert-scapes and use of drones hint at some political undercurrent in the piece, or is the whole thing just great visual play? Either way, it’s another enigmatic and powerful look into Craig Green’s fascinating world.