"Aesthetic accumulation" is a word often used by girls now, which combines a series of comprehensive strengths such as dressing, lifestyle, visual style, etc., and expresses "who you are" to outsiders.
From what to wear every day to go out, to every picture posted in the circle of friends, every song shared, is the embodiment of a person's aesthetic.
Photography
It is said that fashion is a dream-making industry, and all kinds of gorgeous fashion and exquisite advertising are important ways to understand this industry in everyone's life.
Good advertising does not necessarily put the product in the C position to shout to consumers "buy it buy it", but can create an emotion through the environment, people, and things, so that you fall in love from the heart.
A good-looking advertisement can not only make a brand, but also a photographer. Today's weekend gallery, the two of us take a look at photographers who have achieved mutual success with the brand.
1
Narrated with a lens
Jil Sander's pure aesthetic
photographer:
Chris Rhodes
Nikki McClarron
Jil Sander is a brand that students who like minimalism are very fond of, although minimalist but not cold, but warm and delicate soft.
The designers behind it, Luke and Lucie Meier, took over the brand in 2017 and injected temperature here.
Jil Sander, who came from their hands, always gets people into an emotion: a ray of sunshine, a breeze, a sapling, a smell... It's like a time travel, showing the world as they see it from a personalized perspective.
Many of Jil Sander's commercials are from the young London photographer Chris Rhodes, whose lenses are always aimed at the ordinary and extraordinary everyday life, a nostalgic ode to everyday life.
A chair, a bunch of dead branches, a pair of old doors and windows, with some delicate details of life, magnifie the beautiful landscape around you.
Jil Sander by Chris Rhodes
The latest Spring/Summer 2022 ad, also by Chris Rhodes, is a group of people wandering through the fashion capital of Paris, from day to night, exploring instant meaning from a sensitive perspective.
Jil Sander Spring/Summer 2022 ads
It is also a feast of color that flows like oil paintings, if you are leaving, full of enthusiasm.
The most enjoyable part is working closely with the authors and our team, traveling, improvising, finding new dimensions in our work. It's important to see what you're doing in this world, and we're happy with the affinity Chris has connected to us and the way he's expanded the boundaries of our vision in our shared work.
——Lucie & Luke Meier
”
In 2019, Luke and Lucie Meier launched the Jil Sander+ series, which is closer to nature, encouraging people to go out of the city, to the mountains, to the sea, to the natural countryside.
The recently released Jil Sander+ Spring/Summer 2022 commercial, shot by London photographer Nikki McClarron, was filmed on the Spanish island of Ibiza.
Jil Sander+ Spring/Summer 2022 ads
Islands, beaches, ancient villas, natural sounds, peace, tranquility, freedom... Nikki McClarron documents life on the island with a lens. Record day and night through natural light and shadow, find the resonance point of everyone, everything is meticulous and rich in texture.
by Nikki McClarron
Nikki McClarron is also a photographer who has worked with Jil Sander several times in recent years.
Last year's Co-branded ad for Jil Sander × Arc'teryx, also shot by Nikki, was filmed in the small town of Zermatt at the foot of the Swiss Alps.
White snowy mountains, blue ice, black rocks, cold air, white light... The boldness of nature unfolds violently under Nikki's lens.
The Jil Sander+ Fall/Winter 2021 ad was also filmed here, and compared to the co-branding with Arc'teryx, Jil Sander+ itself has a warmer and sunnier tone.
In the face of nature, everyone is an equal individual.
2
He shot it
Margaret Howell
British rationality
Jack Davison
Margaret Howell from London is also a brand with its own complete aesthetic system. Their runway and lookbook are "copied homework" by many girls as mating templates.
In fact, Margaret Howell's campaign of each season is also very exciting, compared to the lookbook, most of which are filmed indoors, and the outdoor advertising can better integrate the minimalist design of clothes into nature.
Margaret Howell by Jack Davidson
Margaret Howell often collaborates with young London photographer Jack Davison, who excels in black-and-white portraiture and documentary photography, visually expressing light through minimalist composition, each picture is simple but full of emotion. This coincides with Margaret Howell's inspiration.
Design inspiration is key, and it comes in many forms: a memory, a person, the touch of a fabric and where it comes from, even a picture in my mind.
—— Margaret Howell
In the previous autumn/winter 2021 series of advertisements, almost only clothes appeared on camera, the sky, dead branches, stakes, weeds, breezes... Put the perspective between the natural world and the world, quiet but affectionate.
Margaret Howell Fall/Winter 2021 ads
by Jack Davison
The Spring/Summer 2022 commercial was still shot by Jack Davison on the East Anglia coast.
This set of campaigns is available in both color and black and white, and is extremely expressive.
In addition to working with Margaret Howell, Jack Davison has also partnered with brands such as Hermès, Paul Smith, Church's, Salvatore Ferragamo and others.
In 2019, he was invited by the New York Times to take a group of portraits of Oscar-winning actors, and in black and white light, he saw a different side of the actors.
3
Dries Van Noten
Fierce in his eyes
Rafael Pavarotti
Dries Van Noten is a well-known "flower farmer" in the fashion industry, and his shows and advertisements are often full of idyllic beauty.
Instead of continuing its idyllic style, The Spring '222 collection of Dries Van Noten presents a brash, intense, and restless party. This is a strong expression of people's gathering and playing after the epidemic.
This season's lookook was shot by rafael Pavarotti, the most popular photographer of the moment. Highly saturated colors such as orange, ESC blue, and neon condense into heat waves, such as fireworks on a midsummer night.
Dries Van Noten Spring/Summer 2022 Lookbook
Pine, bright yellow, fuchsia... Color is no stranger to Dries Van Noten, but Rafael Pavarotti still uses light and color to create stunning effects.
Rafael Pavarotti excels at high-saturation visual style, perfectly capturing the dynamic and static texture of every color this season.
Such a rich and high-saturation visual style may be related to Rafael Pavarotti's growth environment. Born in 1993 in the welcoming Amazon rainforest region of Brazil, Rafael Pavarotti began his photographic career as a teenager photographing nearby beaches and abandoned buildings.
At the age of 16, Rafael Pavarotti left his hometown for the city to officially start his career in fashion photography. His work is often known for its vivid tones and bold compositions, and he attributes this rich and vibrant color to the everyday scenes of his own upbringing.
Currently, Rafael Pavarotti is already a premier figure in fashion photography, working with many brands and publications.
Last year's DIOR Men season was also a bizarre ad by Rafael Pavarotti, perfectly presenting the joint work of Kim Jones and Peter Doig.
Dior Men Fall/Winter 2021 commercial
The cover of Last Year's 30th anniversary of Dazed, which rihanna was invited to shoot, was also shot by Rafael Pavarotti.
The latest work is the cover of the April issue of VOGUE Italia, under the title "RITORNIAMO UMANI", which explores the evolution of the relationship between humans and technology, which is extremely futuristic. Some netizens said that they saw a bit of the franca period VOGUE Italia feeling.
Cover of the April 2022 issue of VOGUE Italia
Model: Vittoria Ceretti
A little aesthetic accumulation a day. These are the three brands that Goose Lady currently likes and their photographers.
If you have your own favorites, you are also welcome to leave a message to tell the goose lady.
Don't forget to give Goose Lady a thumbs up and "star" Oh! You're not going to let the goose lady's efforts be in vain, right? Love you guys!
- END | Tencent Fashion -
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