KNWLS 'Proxy 2.0' 2023 Ad Campaign

KNWLS

'Proxy 2.0' 2023 Ad Campaign

Review of KNWLS ‘Proxy 2.0’ 2023 Ad Campaign by Photographer Arnaud Lajeunie with models Alva Claire, Blythe West, Evelyn Phenix, Gabriella Jameson, Georgia Pendlebury, Gloria, Fior Harcourt, Greta Spake, Laura Elizabeth Eldridge, Lena-Marie Zöchmeister, Liza Benson, Lydia Walker, Mia (Xiruo) Min, Mia Regan, Millicent Penner, Molly Robinson, Rain Robinson, Takiyah Blaize, Wendi Shen, Xen Hur, Zoe Ellis

Step into the world of KNWLS as they unveil the second part of their captivating pandemic series, ‘Proxy’. This visionary photography project is a heartfelt tribute to community, individuality, and unity, showcasing the diverse individuals who shape the brand’s present and future.

In this Summer 23 project, KNWLS brings together a vibrant mix of community members, street cast models, real-life customers, and the faces from their design studio in south London. Building upon their quarantine-inspired project from 2020, each person in this series interprets the brand’s essence in their own unique way, creating a tapestry of authenticity.

Photographer Arnaud Lajeunie captures the essence of these individuals, both behind the lens and in candid selfies taken around a countryside house. Styled by the talented Georgia Pendlebury, the looks reflect each person’s individual aesthetic, showcasing a range of pieces from the Fall/Winter 2023, Spring/Summer 2023 collections, and archival accessories. From the iconic Claw Jacket to the alluring Cyclo Dress, the rebellious Harley Jeans to the captivating Halycon Leggings, each KNWLS archetype celebrates self-expression in its purest form.

Proxy 2.0 is an ode to the spirit of KNWLS, weaving together a rich visual narrative that honors the incredible individuals who proudly call themselves part of the KNWLS world. Prepare to be captivated by the cute, strong, sophisticated, and sexy energy that defines KNWLS in its truest and most authentic form.

KNWLS Creative Director | Alexandre Arsenault
Agency | Bellhouse Markes
Art Director | Christopher Simmonds
Photographer | Arnaud Lajeunie
Models | Alva Claire, Blythe West, Evelyn Phenix, Gabriella Jameson, Georgia Pendlebury, Gloria, Fior Harcourt, Greta Spake, Laura Elizabeth Eldridge, Lena-Marie Zöchmeister, Liza Benson, Lydia Walker, Mia (Xiruo) Min, Mia Regan, Millicent Penner, Molly Robinson, Rain Robinson, Takiyah Blaize, Wendi Shen, Xen Hur, Zoe Ellis
Stylist | Georgia Pendlebury
Hair | Claire Grech
Makeup | Thomas De Kluyver
Casting Director | Gabrielle Lawrence, People-File

Mackenzie Richard
Editorial Director | The Impression
Mackenzie Richard, our Editorial Director, embarked on her career with a primary focus on art industry marketing, representing renowned artists including Sol LeWitt and Jean-Michel Basquiat. Over time, her path led her into the roles of an art director and editor, where she now oversees The Impression's editorial and art teams. Leveraging her distinctive background in art and literature, Mackenzie provides critical insights into creative, design, and brand strategy while extensively covering runways globally.
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