Designers Maxwell Osborne & Dao-Yi Chow partner with Christopher Simmonds to take Pubic School to the office.
By Kenneth Richard
If you are paying careful attention to the thinking behind the tactics, one will notice that designers Maxwell Osborne and Dao-Yi Chow of Public School are quite skilled at managing public perception. Their recent men’s presentation of the ‘Usual Suspects’ was a well conceived move to assure the house doesn’t get pigeonholed into one look, one personality, or one profile.
For their fall campaign the duo once again partnered with visionary creative director, Christopher Simmonds of Simmonds Ltd., to develop a campaign the defies the pigeonholing of the house as a streetwear label. The solution was straightforward enough, show the designer line where many spend nine to five, in the office. And the result once again, expands the idea of brand and challenges the notions of stats quo.
While the office may appear as everyday as vanilla with its monochrome tone that allows the clothes and personalities to stand out, set designer Kadu Lennox was wise enough to drop in just enough uniqueness to give the eye the realization there is more going on here. Vintage Apple desktop computers sit adjacent to floppy disc drives and electronic pencil sharpers. A lone snow globe of a white polar bear offers the only human element amongst the sea of fluorescent-lit, cool, gray cubicles. Almost to say that it, too, understands the challenges of being trapped in a bubble.
The coloring is a sophisticated retro 90’s and the campaign goes a long way to bringing the house off the street. Ultimately, The Impression believes this goes a longer way to aiding the brand to get where it matters most, into the minds of consumers and hopefully more stores.
Designers | Maxwell Osborne & Dao-Yi Chow
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer | George Harris
Models | Karolin Wolter & Sam Worthen
Stylist | Tony Irvine
Set Designer | Kadu Lennox