Love Knot, The Milly Spring 2017 Campaign, is a story of Love, Equality, and Hope in Troubling Times


BY OBI ANYANWU

It’s very easy to disbelieve that love conquers all when you’re bombarded with troubling stories and images, uncertainty, and gloom and doom. Love should be expressed far more in times of plight and increased distress, and New York City-based fashion label Milly recognizes that.

Creative Director Michelle Smith teamed with Jessica Walsh of Sagmeister & Walsh for the Milly Spring 2017 campaign that celebrates love and equality. The campaign entitled Love Knot features models Dasha Denisenk, Kristy Kaurova, Tarah Rodgers, and Jenna Klein connected by ribbons, ties and knots on their arms, bodies and faces. The models share the collection’s signature ribbons as blindfolds and arm bands in what appears to be tug o’ war matches. Each ribbon serves as a symbol of “tension in the unstable times…while exuding excitement and adventure in vibrant color.”

The standout photo from the campaign shows two women in loving embrace, forming the shape of a heart from their heads to their elbows. Smith considers this image to be her favorite from the campaign.

“The female-centric concept and timing of our campaign is not random, it’s by design,” said Smith. “We are in the midst of a terribly crucial moment in time, when many of our basic freedoms and rights are in jeopardy. This image expresses the desire for equality—equality across gender, race, religion and sexual orientation. Where there is love, there is hope. This is going to be a hell of a battle, but I do have hope.”

Love Knot is about more than ‘tying the knot’ and ‘loving thy neighbor’. The campaign is a message that love comes in all forms, and it can conquer hate, bigotry and evil if channeled properly. At the end of the day, love is all you need.

Agency | Sagmeister & Walsh
Art Director | Jessica Walsh
Photographer | Henry Hargreaves
Models | Dasha Denisenk, Kristy Kaurova, Tarah Rodgers, & Jenna Klein
Hair | Gregory Alan
Makeup | Anastasia Durasova