BY KENNETH RICHARD
For the past number of years now Creative Director Trey Laird of Laird+Partners has teamed with the CFDA to create both the CFDA Fashion Awards Journal as well as the video vignettes that play during the evening awards. No light lift as fashion can be a fickle flock with high standards as well as a diverse group that creates a challenge for a thread of image consistency. With the show taking place this upcoming Monday night Trey was kind enough to share with The Impression the look of this years award journal and how it all came about.
Congratulations Trey on the recent CFDA Awards Journal. It is quite a narrative and feels rich and dynamic. Grateful you are sharing it with us. Have to say it looks like you really went all out this year.
Yeah, I felt like I had done it in studios so many times in a great way, but I just wanted to do something different this year. I just kept thinking about fashion being this wacky family. Very dysfunctional yet very loving in a lot of ways too and I thought ‘what if this actually really was a family and what if it we set them in this crazy house and gave each designer different stories.’
Then it became a bit of a fantasy. What if you did wake up one morning and Thom Browne is making you pancakes, and Marc Jacobs is lounging on the roof, and somebody else was in the gym, and somebody was doing laundry, and Amber Valetta was in your tub. I just kind of went with it. So I thought it could be really fun to build a story-telling aspect to it beyond a straight portrait. Capture people with the mix of emotion and give it a little bit more humanity.
It’s a tricky time right now in fashion with a lot of changes and business is a bit tough. So I thought it was nice to create a supportive, familial setting. Which turned out to be really fun so I called Lachlan Bailey and talked to him about the concept, he was really up for it and so we worked on it together.
How do you go about styling with so many visionary designers?
We called Jay Massacret who did an amazing job and worked with all the different designers to get great pieces from their collections. We worked with him on what the scenarios were and it was really fun.
This project’s always has been great for me because I’ve been given a lot of creative freedom and so I take that responsibility seriously and strive to deliver something interesting. It always reflects a moment in fashion, and who’s relevant, and who’s interesting, and gives people something to think about. We just wanted to give it a little more contexts this year.
Love the contexts well as the creative thinking to involve those who have crazy schedules and weren’t able to be on set like Paul Andrew. Smart play with the skateboard photo of him.
We love to find a way as there are always a couple of people that can’t get to set that day like the Rodarte girls who couldn’t come in from L.A. We tried to figure out creative ways to get them in. So we had Paul’s pictured on the skateboard and Laura and Kate from Rodarte sent us a film. So we took that and set it in the old TVs where we shot Joan Smalls and Anja Rubik with one of the TV’s playing film of Laura and Kate in it.
So I think the most important question is how good were Thom Brown’s pancakes?
(Laughs) Pretty good! He actually really got into it!
It’s funny because some people showed up not necessarily knowing what they are going to do. I tried to give everybody a heads up, but you know everyone is so busy. I don’t think anyone really knew a hundred percent what we were doing and everybody is so used to coming in and having a studio portrait made.
And so when I said ‘Okay, Tim Coppens you are going to be in a garden. Here is a shovel, we’ve got garden hoses and these other guys are going to be with you planting in the garden.’ And he is sort of like “What?!” But I have to say everybody was really into it and really liked the fact that it was something different and that was conceptual and idea driven. The little films that go with it that would be shown on Monday night at the awards are great.
Everyone was a good sport about it and the models helped bring it to life. Thom was really flipping pancakes, which are in the film, and it was just so cool with those boys and those crazy Thom Browne, Stephen Jones hats. Sitting there with a bowl of cereal and pancakes was just so fun.
The room concepts were smart. How much fun was the Public School crew having?
The Public School guys really got into it and they had Waris Ahluwalia in one of their shows, so I thought I’ll invite Waris to be one of their models and he was up for it. And so we had a whole little table tennis/beer pong war in their film package for Monday night’s awards.
It’s been really fun now that there’s such a strong digital and social component. We’ve got teasers that are coming out every day and cool behind-the-scenes stuff that the models have done and Gifs, and stop-action, other engaging, digital things.
There’s a really cool David Bowie tribute were we transformed Lexi Boling and Hanne Gaby into Bowie-ites and that was really fun. All these digital dynamics are kind of fun beyond crafting the image, which I still think it’s so important, but digital brings it to life in all different ways now too, as you know.
The change in look is really in synch with this year’s change in the awards venue too.
Absolutely. It’s a little more intimate with the dinner being back. I just think it’s should feel a little more personal. It’s nice when you can really connect and talk to people and have humanity to it.
It is a very tight-knit community and industry. I do think there are a lot of long-term relationships between editors, designers, creatives, and the press. Many people have known each other for 20 plus years and they’re supportive of each other. And I think it’s nice to reflect that in some way.
Trey, thanks for sharing the work with us and adding another narrative of humanity to the awards.
THE DINING ROOM
THE GAME ROOM
THE POWDER ROOM
THE SCREENING ROOM
THE MASTER BATH
TIM COPPENS | Tim Coppens w/ Clement Chabernaud & Ryan Keating
THE CHINA ROOM
THE LAUNDRY ROOM
THE GUEST ROOM
Agency | Laird+ Partners
Creative Director | Trey Laird
Photographer | Lachlan Bailey
Stylist | Jay Massacret
Models | Adonis Bosso, Akin Akman, Alain Polanco, Alanna Arrington, Alexander Barna, Amber Valletta, Andreea Diaconu, Anja Rubik, Arthur Kulkov, Aston Taylor, Clement Chabernaud, Dilone Pavlova, Fei Fei Sun, Fernanda Ly, Flint Louis, Garrett Ne, Hanne Gaby Odiele, Hari Nef, Harleth Kuusik, Jacquelyn Jablonski, Laura Love, Joan Smalls, Jordan Barrett, Julia Hafstrom, Kasia Struss, Lena Hardt, Lexi Boling, Lia Pavlova, Liu Wen, Lucas Satherley, Maartje Verhoef, Mali Koopman, Martin Conte, Miles McMillan, Nathaniel Visser, Andria Hardin, Orion Klein, Piero Mendez, RJ Rogenski, Roberto Sipos, Ryan Keating, Sasha Pivovarova, Sean O’Pry, Shu Pei, Taylor Hill, Vanessa Moody, Waris Ahluwalia, & Youssouf Bamba