Review of Alexander Wang ‘Bodywear’ 2022 Ad Campaign by Creative Director Katharina Korbjuhn with Photographer Todd Oldham with models Anastasia Karanikolaou, Lisa Rinna, Matheus Lima, Maliibu Miitch,
Alexander Wang makes a full-bodied return with the launch of Bodywear. The collection of accessibly priced underwear and loungewear staples is celebrated in a cheeky campaign titled “Whenever. Wherever,” captured by photographer Todd Oldham.
The campaign calls on an array of idiosyncratic personalities capturing them in stripped-back vignettes of daily activities – gaming, cleaning, working out – infused with bold energy, humorous surprises, and a bit of cheeky sexiness.
The campaign will also be activated across the brand’s home of New York City, with larger-than-life Bodywear fitted across yellow cabs throughout the city along, wild postings of select campaign imagery, and a billboard appearing on Canal & Centre Streets.
Arriving soon after a return to the runway in April and the announcement of the relocation of company headquarters this same month, the campaign marks a bold return to the spotlight for Wang, who in late 2020 was accused of sexual assault by over ten victims, and served with a lawsuit early the next year – only for the case to be mysteriously, quietly dropped a few months later, with rumors of a settlement swirling but never confirmed.
Thus, in addition to being an undeniably strong campaign, the launch of Bodywear marks another chapter in fashion’s complicated relationship with abuse and accountability, and raises tough questions in the conversation on “cancel culture.” Should past accused abusers be welcomed back into the cultural conversation? What is the threshold for moving on? Is this forgiveness, or forgetfulness?
Whether the big launch of this campaign shifts the conversation to Alexander Wang’s future or brings up the problems of his past, it’s certainly going to be talked about.
