TREY LAIRD creates a HOUSE OF STYLE for the upcoming CFDA FASHION AWARDS


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.
Anytime Kenneth.


Check out the CFDA FASHION AWARDS JOURNAL house and occupants below.

CFDA30


THE DEN

THE DEN | PROENZA SCHOULER | Lazaro Hernandez & Jack McCullough w/ Harleth Kuusik, Fei Fei Sun & Julia Hafstrom

PROENZA SCHOULER | Lazaro Hernandez & Jack McCullough w/ Harleth Kuusik, Fei Fei Sun & Julia Hafstrom


THE DINING ROOM

THE DINING ROOM | ALTUZARRA | Joseph Altuzarra w/ Vanessa Moody

ALTUZARRA | Joseph Altuzarra w/ Vanessa Moody


THE GAME ROOM

THE GAME ROOM | PUBLIC SCHOOL | Maxwell Osbourne & Dao-Yi Chow w/ Adonis Bosso & Waris Ahluwalia

PUBLIC SCHOOL | Maxwell Osbourne & Dao-Yi Chow w/ Adonis Bosso & Waris Ahluwalia


THE KITCHEN

THE KITCHEN | THOM BROWNE | Thom Browne w/ Flint Louis, Nathaniel Visser & Roberto Sipos

THOM BROWNE | Thom Browne w/ Flint Louis, Nathaniel Visser & Roberto Sipos


THE POWDER ROOM

THE POWDER ROOM | THE ROW | Mary-Kate Olsen & Ashley Olsen with Maartje Verhoef

THE ROW | Mary-Kate Olsen & Ashley Olsen with Maartje Verhoef


THE GARAGE

THE GARAGE | RAG & BONE | Marcus Wainwright & David Neville w/ Miles McMillan & Jordan Barrett

RAG & BONE | Marcus Wainwright & David Neville w/ Miles McMillan & Jordan Barrett


THE SCREENING ROOM

THE SCREENING ROOM | RODARTE | Joan Smalls & Anja Rubik

RODARTE | Joan Smalls & Anja Rubik


THE MASTER BATH

THE MASTER BATH | IRENE NEUWIRTH | Irene Neuwirth w/ Amber Valletta

IRENE NEUWIRTH | Irene Neuwirth w/ Amber Valletta


THE GYM

THE GYM | TODD SNYDER |Todd Snyder w/ RJ Rogenski, Garrett Ne & Akin Akman

TODD SNYDER |Todd Snyder w/ RJ Rogenski, Garrett Neff & Akin Akman


THE GARDEN

THE GARDEN TIM COPPENS | Tim Coppens w/ Clement Chabernaud & Ryan Keating

TIM COPPENS | Tim Coppens w/ Clement Chabernaud & Ryan Keating


THE ELEVATOR

THE ELEVATOR MANSUR GAVRIEL | Floriana Gavriel & Rachel Mansur w/ Mali Koopman

MANSUR GAVRIEL | Floriana Gavriel & Rachel Mansur w/ Mali Koopman


THE STAIRWAY

THE STAIRWAY MONSE | Fernando Garcia & Laura Kim w/ Shu Pei & Laura Love

MONSE | Fernando Garcia & Laura Kim w/ Shu Pei & Laura Love


THE ATTIC

THE ATTIC JOHN ELLIOT | Sean O’Pry & Arthur Kulkov

JOHN ELLIOT | Sean O’Pry & Arthur Kulkov


THE CLOSET

HE CLOSET BROTHER VELLIES | Aurora James with Jacquelyn Jablonski

BROTHER VELLIES | Aurora James w/ Jacquelyn Jablonski


THE LIBRARY

THE LIBRARY ORLEY | Matthew, Alex & Samantha Orley w/ Aston Taylor & Martin Conte

ORLEY | Matthew, Alex & Samantha Orley w/ Aston Taylor & Martin Conte


THE BALCONY

THE BALCONY GIGI BURRIS MILLINERY | Gigi Burris w/ Ondria Hardin

GIGI BURRIS MILLINERY | Gigi Burris w/ Ondria Hardin


THE CHINA ROOM

THE CHINA ROOM BRANDON MAXWELL | Brandon Maxwell w/ Taylor Hill

BRANDON MAXWELL | Brandon Maxwell w/ Taylor Hill


THE BALLROOM

THE BALLROOM PAUL ANDREW | Orion Klein, Alexander Barna & Lena Hardt

PAUL ANDREW | Orion Klein, Alexander Barna & Lena Hardt


THE LAUNDRY ROOM

THE LAUNDRY ROOM GYPSY SPORT | Rio Uribe w/ Piero Mendez, Youssouf Bamba, & Alain Polanco

GYPSY SPORT | Rio Uribe w/ Piero Mendez, Youssouf Bamba, & Alain Polanco


THE PARK

THE PARK RYAN ROCHE Ryan Roche w/ Kasia Struss

RYAN ROCHE | Ryan Roche w/ Kasia Struss


THE BEDROOM

THE BEDROOM NORMA KAMALI | Norma Kamali w/ Alanna Arrington & Fernanda Ly

NORMA KAMALI | Norma Kamali w/ Alanna Arrington & Fernanda Ly


THE CONSERVATORY

THE CONSERVATORY DONNA KARAN | Donna Karan w/ Sasha Pivovarova & Andreea Diaconu

DONNA KARAN | Donna Karan w/ Sasha Pivovarova & Andreea Diaconu


THE PLAYROOM

THE PLAYROOM ALESSANDRO MICHELE FOR GUCCI | Lucas Satherley, Hari Nef, Dilone & Lia Pavlova

ALESSANDRO MICHELE FOR GUCCI | Lucas Satherley, Hari Nef, Dilone & Lia Pavlova


THE GUEST ROOM

THE GUEST ROOM IMRAN AMED | Imran Amed w/ Liu Wen

IMRAN AMED | Imran Amed w/ Liu Wen


THE BASEMENT

THE BASEMENT DAVID BOWIE | Hanne Gaby Odiele & Lexi Boling

DAVID BOWIE | Hanne Gaby Odiele & Lexi Boling

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


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