KNWLS "Sensational" Fall 2024 Ad Campaign

Review of KNWLS “Sensational” Fall 2024 Ad Campaign by Art Director Jamie Reid of M+A World Group with Photographer Jordan Hemingway and models Ziyi Miao and Aylah Peterson

The latest campaign from KNWLS is nothing short of sensational. The imagery by photographer Jordan Hemingway slays the launch of the South London brand’s aptly titled Fall 2024 collection.

The campaign takes a seemingly simple and classic in-studio approach, but subverts this familiarity with a powerful energy and edge courtesy of a creative team that works excellently together as they fire on all cylinders. The impact of course begins with the design work from the duo of Charlotte Knowles and Alexandre Arsenault, who this season bring new sculptural intrigue and textural decadence to their exploration of femininity through reworked design codes ranging from motocross to corsetry.

The hair and makeup team of Kiyoko Odo and Thomas de Kluyver, respectively, do great work to push this powerful style framework over the top. Pairing slick and angular hair with glossy eyeshadow and wet-skin looks, they emphasize the sensuous and sensual aspect behind the “Sensational” title of the collection, bringing seductive power and glam glory.

With all of it brought together under the eye of creative director Jamie Reid, the campaign is a stunner. Stripping things back to build them up again, KNWLS makes another powerful statement of its uncompromisingly bold and brilliantly constructed aesthetic.